Global Amore Mall is a K-Beauty platform launched by Amorepacific, a global beauty brand, in 2023 with the goal of expanding its presence in the global market. Despite Amore's high brand awareness, Global Amore Mall faced challenges in acquiring new customers and increasing sales due to market saturation from existing online retailers and competitors. The collaboration with Disrupt aimed to boost sales and optimize marketing efficiency. Through customized meta ad creation, email campaign optimization, and advertising operations on Google and Meta platforms, the collaboration resulted in a 294% increase in sales within just 3 months. Additionally, the Return on Advertising Spend (ROAS) improved by 152% compared to the previous period.
Phase 1
Basic Setting Checkup
Before actively running Google ad campaigns, several key checks were conducted to ensure proper advertising operations and optimization. This included verifying the connection and tracking status between the website and Google ad account, as well as checking connections with Google Merchant Center and Analytics.
Phase 2
Data Analysis and Strategy Building
Rigorous analysis of website data and Google Analytics data was performed to strategically select products, brands, and keywords to focus on. Based on this analysis, an advertising strategy was formulated, centered around 'Search' and 'Performance Max' ad types that cover the upper (TOFU) to lower (BOFU) funnel of the customer purchase funnel. The initial launch focused on the 'Hera' campaign to leverage the brand's high awareness, maintaining a high ROAS and expanding ad spend and revenue. Subsequently, campaigns for TOFU and other brands were launched and tested to actively explore new opportunities.
Phase 3
Keyword Research and Copywriting
After establishing the structure of each campaign and ad group, targeting keywords were collected for each ad group. Targeting keywords for exposure and high-quality traffic were selected based on product relevance, search volume, and expected competitiveness. Finally, customized ad copies were created for each campaign/ad group to align with goals, advertised products, and target keywords, aiming to secure the optimal click-through rate (CTR).
Phase 4
Execution & Optimization
BOFU campaigns were initially launched according to the established strategy, followed by additional campaigns covering different funnels. Daily monitoring of ad spend and performance, along with adjustments to campaign budgets to maintain efficiency while adhering to partner budget guidelines were conducted. From the second month of collaboration, proactive ad budget suggestions for the following month were made based on Google ad insights and website data. Google ad optimization involved analyzing and adjusting various ad metrics affecting ROAS improvement, including purchase intent, cost per click (CPC), and enhancing ad assets in response to changes in shopping events, seasons, and trends. As a result of these efforts, a 324% increase in ROAS was achieved over the course of three months compared to the previous agency.
Phase 1
ad creative production
Leveraging the rich assets of Amorepacific's various brands, advertising materials were created by utilizing the partner's existing assets. Ideation sessions were conducted to generate visually appealing and customer-engaging ad content. The primary goal was to prioritize excellent advertising performance, planning, and producing content tailored to different stages of the customer's purchasing journey. Monthly optimizations were carried out by adjusting ad copies and content to align with Amorepacific Mall's promotion plans, ensuring consistently high advertising performance.
Phase 2
Strategy Creation and Campaign Setup
The operation of full-funnel campaigns for 'Hera' and other brands commenced to promote sales on the newly launched global marketplace, Amorepacific Mall. Challenges included maintaining profitability within budget guidelines while swiftly launching and optimizing ads to secure seasonal sales. These challenges were overcome through A/B testing. Various campaigns were executed using different targeting groups and optimization settings to reach and induce purchases from diverse brands and target customer segments.The utilization of Meta's Advantage+ and Advantage+ Audience targeting tools enabled reaching the most relevant users based on demographics, interests, and behavior. Ad operations were efficiently managed using Ad group level budget optimization (ABO) for precise control over campaign budgets and effective ad spend.
Phase 3
AD OPtimization and Results monitoring
Disrupt's developed advertising operation strategy, precisely targeted campaigns, continuous optimization, data-driven insights, and learning consistently contributed to improving advertising performance. As a result, in the first month of operation, the global Amorepacific Mall exceeded the initial target by over 100%. After three months of collaboration, it generated revenue over +231.176% higher than Amorepacific's previous advertising operations, accompanied by a +64.10% improvement in ROAS. This impressive advertising performance was further highlighted by the success of the Blackpink’s Jennie Photocard Giveaway Campaign, leading to an explosive increase in sales. Disrupt successfully led the remarkable growth of the global Amorepacific Mall. This success not only presented opportunities for the expansion of advertising for various brands on the global Amorepacific Mall and potential revenue growth but also proved Disrupt's Meta advertising operation strategy as effective for large-scale global enterprises like Amorepacific.
Phase 1
Thorough Analysis of Customer Journey
Before entering the wireframe and email automation stages, a meticulous analysis of the customer journey was conducted. We performed in-depth research on past and potential customers to understand the audience visiting our website.
Phase 2
Wireframe and Automation implementation
After gaining a deep understanding of our target customers, we created wireframes and designs for automated email campaigns. Our primary goal was to maintain a connection with customers at crucial moments in their purchasing journey, from website visits to notifications about purchases. Once the designs were finalized, we implemented them into the system, streamlining our partner's email management tasks.
Phase 3
Ongoing email marketing campaigns
To sustain interaction with customers and increase revenue, we planned and sent emails every month. By closely collaborating with the brand, we consistently provided customers with news, product highlights, tips, sale information, and other valuable content. This encouraged customers to continue communication with the brand, leading to increased revenue.
