COSRX

/ GOOGLE / META / TIKTOK / SNAPCHAT

Overview

COSRX, the brand that spearheaded the global K-Beauty boom with its Snail Mucin skincare line, aimed to expand sales on Amazon and direct-to-consumer channels, while also raising global awareness for its newly launched 2025 haircare line and enhancing marketing efficiency. In partnership with Disrupt, COSRX executed performance marketing campaigns across Google, Meta, TikTok, and Snapchat, leveraging platform-specific strategies to maximize conversion-driven results.

On Google Ads, the Performance Max campaigns delivered a remarkable 94% increase in conversions and 112% growth in advertising revenue, while maintaining a high ROAS within just three months of collaboration. Meta campaigns employed full-funnel strategies and interest-based targeting, effectively maximizing ROAS across campaigns on Amazon, Sephora, Ulta, and the official COSRX store. TikTok campaigns focused on driving traffic during Amazon events through click-optimized campaigns, achieving the lowest CPC among all platforms. Snapchat efforts, which began with initial channel testing and a creative-focused strategy, resulted in an impressive 800% improvement in ROAS during the latter half of the campaign.

Goals

  • Drive overall sales growth
  • Improve marketing cost efficiency
  • Expand both conversions and revenue

What we did – META

Phase 1

ACCOUNT & SETUP REVIEW

Before launching full-scale Meta campaigns, Disrupt conducted a comprehensive audit of COSRX’s existing account and ad settings. The team reviewed all current campaigns, ad sets, and targeting structures to gain a clear understanding of performance and potential areas for improvement. Through this audit, gaps in audience alignment, creative utilization, and localization were identified, which could have limited engagement and conversion potential. Additionally, tracking and audience foundations were established using website visitor and purchase data, enabling precise targeting of engaged audiences across both TOFU and BOFU stages. This phase ensured that all campaigns were properly configured and optimized from launch, maximizing marketing efficiency and effectiveness.

Phase 2

STRATEGY DEVELOPMENT & AUDIENCE SEGMENTATION

Disrupt designed a full-funnel Meta strategy focused on brand awareness, sales conversions, and audience retention. For audience segmentation, TOFU campaigns targeted users interested in K-beauty and skincare, employing broad targeting with minimal restrictions on age and gender to leverage Meta Andromeda’s system for improved ROAS. BOFU campaigns focused on high-intent, engaged audiences, including website visitors and cart abandoners, while retention campaigns targeted past customers from 30 to 180 days who might be interested in ongoing events.

The platform and channel strategy included campaigns across multiple retail platforms, such as Ulta, Sephora, Amazon, and COSRX’s Shopify store. While most campaigns were optimized for clicks, campaigns specific to COSRX were conversion-focused, directly targeting actual sales.

Regarding budget and optimization, daily ABO monitoring and budget allocation prioritized high-ROAS creatives to ensure strong performance across all funnel stages. Implementation of the Meta Andromeda system allowed less restrictive audience targeting while maintaining structured segmentation across TOFU, BOFU, and retention campaigns. This phase ensured precise targeting, efficient budget allocation, and alignment with overall campaign objectives across multiple channels.

Phase 3

CREATIVE ALIGNMENT & OPTIMIZATION

Disrupt leveraged COSRX’s existing creative assets and optimized them for maximum engagement and conversion. High-performing creatives were carefully selected based on ROAS and aligned with their corresponding audience ad sets to ensure relevance and impact. Ad copy was localized for each target market, highlighting key product USPs and driving purchase intent. Multiple creative variations were deployed to enable Meta’s algorithm to identify the highest-performing combinations. Budget allocation was strategically focused on top-performing creatives, amplifying overall campaign efficiency. This approach allowed COSRX to maximize the effectiveness of existing assets while significantly improving conversions across all audience segments.

Phase 4

CAMPAIGN EXECUTION & ONGOING OPTIMIZATION

Once campaigns went live, Disrupt conducted daily monitoring and iterative optimization. Bids, budgets, and audience targeting were adjusted in real time based on performance data to ensure optimal results. High-performing audience groups were refined, while low-performing or inefficient segments were removed to maximize campaign efficiency. The focus remained on boosting conversions, maximizing ROAS, and nurturing retention audiences. TOFU campaigns were leveraged to expand reach among high-intent prospects, while BOFU and retention campaigns drove direct sales and encouraged repeat engagement. This data-driven, full-funnel approach ensured strong performance across all Meta campaigns while maintaining cost efficiency.

META Results

-67%

Cost per purchase in 1 month

+169%

ROAS growth in 1 month for Shopify campaigns

What we did – SNAPCHAT

Phase 1

ACCOUNT AUDIT & INITIAL OBSERVATIONS

Disrupt conducted a comprehensive review of COSRX’s existing Snapchat account, identifying key opportunities and limitations. The platform had never been fully leveraged for conversion campaigns, with existing campaigns largely mirroring Meta creatives. Although clicks and impressions were strong, ROAS was only half of Meta’s performance, highlighting inefficiencies in ad spend and audience targeting. To prevent wasted budget, bid-per-purchase optimization was implemented, which improved key metrics such as CPM and CPC, even though overall ad spend remained heavily limited due to platform restrictions. This phase established a baseline understanding of performance gaps and laid the foundation for more effective Snapchat campaigns.

Phase 2

CAMPAIGN & CREATIVE SETUP

Disrupt structured Snapchat campaigns to maximize reach and conversion potential. Shopping Catalog Ads were deployed to dynamically showcase COSRX products, ensuring relevance and visual appeal. Snap Ads featured personalized messaging tailored to target audiences, driving both engagement and purchase intent. Campaigns were designed to capture both discovery (TOFU) and high-intent (BOFU) audiences, optimizing for clicks while maintaining strong conversion potential. This campaign structure allowed COSRX to broaden reach on Snapchat and better align creative assets with audience intent.

Phase 3

CREATIVE OPTIMIZATION & PERFORMANCE MANAGEMENT

To improve efficiency and ROAS, Disrupt conducted creative-level analysis and iterative optimization. Underperforming creatives with high CPC and low ROAS were turned off, while budgets were shifted toward high-ROAS creatives, resulting in an 800% improvement in ROAS during the latter half of the campaign. Daily monitoring and adjustments to bidding, budget allocation, and audience targeting ensured consistent campaign efficiency. Despite platform-imposed limitations, the campaign ultimately achieved positive ROAS in the latter half. This phase ensured that ad spend was utilized efficiently, driving measurable conversions and establishing Snapchat as a viable channel for COSRX.

What we did – TIKTOK

Phase 1

ACCOUNT & SETUP REVIEW

Before launching full-scale campaigns, Disrupt conducted a comprehensive audit of COSRX’s TikTok account. Previous campaigns, ad sets, and targeting setups were thoroughly reviewed to identify opportunities for conversion-focused optimization. Tracking and pixel configurations were established to accurately measure key events, including add-to-cart, checkout initiated, and purchases. The account structure was optimized to support full-funnel campaigns, enabling precise measurement of TOFU, MOFU, BOFU, and retention audiences. This phase laid the foundation for effective full-funnel targeting and optimized creative deployment, particularly in preparation for the upcoming Amazon-focused performance period.

Phase 2

STRATEGY DEVELOPMENT & AUDIENCE SEGMENTATION

During this period, TikTok campaigns were designed to support multiple retail channels - including Amazon, Shopify, Ulta, and Sephora - with a primary focus on Amazon event traffic, optimized for clicks to maximize high-quality outbound sessions. For audience segmentation, TOFU campaigns employed broad interest layering targeting skincare and beauty audiences, including specific interests such as hair care and skincare products. MOFU campaigns retargeted website visitors and users who had engaged with COSRX campaigns or event assets. BOFU campaigns focused on high-intent audiences, including those who added items to cart or initiated checkout, optimizing for stronger purchase intent. BOFU retention campaigns retargeted previous purchasers to encourage repeat engagement and upsell opportunities.

Ad groups were structured by interest layers, such as Hair Care versus Skincare, and by product type, to improve algorithmic efficiency. Creative assets were carefully matched to their corresponding interest clusters to maximize relevance and engagement. Budgets were allocated to high-performing creatives demonstrating strong CTR and outbound performance, while daily monitoring ensured efficiency across every funnel stage, particularly under the Amazon click-optimized strategy. This full-funnel structure enabled TikTok campaigns to drive both awareness and high-intent traffic, while maintaining efficient use of ad spend.

Phase 3

CREATIVE ALIGNMENT & OPTIMIZATION

COSRX’s existing assets were adapted for TikTok’s short-form, fast-paced format to ensure maximum engagement. Multiple creative variations were tested within each ad group to identify the top-performing angles. Low-CPC and high-CTR creatives were prioritized for increased budget allocation to maximize efficiency. Personalized messaging and dynamic product features were implemented in retargeting campaigns to further improve performance and conversion rates. This phase ensured that TikTok campaigns leveraged both creative optimization and precise targeting to drive measurable results across the full funnel.

Phase 4

CAMPAIGN EXECUTION & ONGOING OPTIMIZATION

Daily optimization focused on improving CPC and CTR to enhance overall campaign performance. Audience groups were refined by removing low-performing segments while scaling high-performing interest layers. TOFU campaigns were leveraged to expand reach toward relevant new audiences, while MOFU and BOFU campaigns drove traffic among audiences most likely to convert. This consistent, data-driven optimization ensured that TikTok became a scalable and measurable performance channel for COSRX during the Amazon event period.

TIKTOK Results

-83%

Second half campaign cost per landing page view

What we did – GOOGLE

Phase 1

ACCOUNT & SETUP REVIEW

Before launching full-scale Google Ads campaigns, Disrupt conducted a comprehensive audit of the existing account to ensure campaigns were properly set up and optimized. The review focused on existing Search Ads and Performance Max (P-Max) settings to identify areas for improvement. It was determined that localized ad copy, along with better-targeted keywords and creatives, would be necessary to attract the most relevant audiences. This phase established a solid foundation for performance-driven campaigns on Google Ads.

Phase 2

DATA ANALYSIS & STRATEGIC STRUCTURING

For Search Ads, campaigns originally contained multiple product-related ad groups, which limited exposure and click opportunities for certain groups due to the way the Google algorithm distributed traffic. To address this, campaigns were reorganized by product groups, with each group limited to a maximum of three ad groups, ensuring more balanced exposure and click opportunities across all groups.

For Performance Max campaigns, budget constraints had been limiting potential conversions. To maximize P-Max efficiency, additional budget was allocated, and creative assets were expanded to include highly relevant search themes, allowing better reach to users interested in COSRX products. These adjustments optimized campaign structure and creative alignment, laying the groundwork for improved conversions and ROAS on Google Ads.

Phase 3

KEYWORD RESEARCH & AD COPY OPTIMIZATION

For Search Ads, keywords were carefully configured using phrase match and exact match to minimize wasted spend and target users with high purchase intent. The number of ad copy variations was increased to enable Google’s algorithm to identify the optimal ad combinations. Ad copy was refined from general messaging to include direct product names and clear purchase intent, improving relevance and increasing the likelihood of ads being displayed to the most relevant users. These efforts ensured that campaigns were highly targeted and optimized for maximum performance, enhancing both click-through and conversion rates.

Phase 4

CAMPAIGN EXECUTION & OPTIMIZATION

TOFU and BOFU campaigns were launched simultaneously in accordance with the overall strategy. Daily monitoring of spend and performance allowed for fine-tuned budget allocation, ensuring alignment with partner guidelines. For Search Ads, conversions were later verified via Attribution Links, as direct tracking was challenging due to Amazon landing pages. Ongoing budget adjustments across campaigns improved both click efficiency and conversion performance. For Performance Max campaigns, budgets were reallocated to maintain an average ROAS goal, maximizing overall revenue potential. This phase ensured that Google Ads campaigns were executed efficiently, optimized continuously, and aligned with conversion and revenue objectives.

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