Dermafirm, a leading brand in the Korean beauty industry, develops and sells premium derma solution skincare products based on technology-focused research. Dermafirm has collaborated with Disrupt to expand its direct-to-consumer (D2C) sales in the Southeast Asian market, successfully launching the brand in Singapore, Malaysia, Vietnam, and Taiwan, aiming for revenue growth through CPAS advertising. Disrupt developed customized advertising strategies for each country through market research and continuously optimized advertising performance while gradually enhancing traffic and sales from Shopee and Lazada. Through this collaboration with Disrupt, significant results were achieved in the Southeast Asian market.
PHASE 1 Develop Meta Advertising Strategy
Product Analysis
The first step in developing a meta advertising strategy was to fully understand the brand, products, and target audience through detailed analysis. Dermafirm offers a variety of product lines targeting specific issues such as hydration, whitening, and soothing. Each product line has different target customer segments, so we researched the most suitable customer characteristics for each product line.
Target Audience Research
We conducted in-depth research to understand the key market characteristics of each target country. As Southeast Asian countries differ in population, purchasing power, average age, and customer acquisition cost, we deeply analyzed these metrics for Singapore, Vietnam, Malaysia, and Taiwan to fully leverage each geographic base.
Advertising Strategy Development
Based on this research on the brand, products, and countries, we formulated country-specific meta advertising strategies. For example, Singapore has a higher average age and purchasing power compared to Vietnam, so there are more people in Singapore who prefer anti-aging skincare products. Taking into account such country-specific differences and characteristics, we set specific target customer age groups and interests for Singapore and Vietnam respectively.
PHASE 2 Campaign Setup and Optimization
Advertising Account Creation
Creating CPAS advertising accounts is essential for brands executing Facebook & Instagram advertising on Shopee & Lazada to increase sales. By utilizing the data sharing system between Meta advertising accounts and e-commerce platforms, we could optimize advertising not only based on link clicks but also on metrics such as add-to-cart, conversions, and conversion revenue. Disrupt connected Dermafirm's Shopee & Lazada catalogs with their meta advertising accounts to create country-specific & platform-specific CPAS accounts.
Campaign Setup
Dermafirm prioritized revenue growth over ROAS (return on advertising spend), so it was important to maintain a ROAS that allows potential increases in advertising spend while scaling revenue. To achieve this, we segmented each product line and targeting options efficiently into various campaigns and ad groups. We optimized advertising performance by expanding successful ad groups and reducing advertising costs for underperforming ad groups.
Continuous Optimization
Meta's Advantage+ ads provided valuable insights into which ad creatives receive the most attention in various country markets and attract the interest of different customers. Based on these insights, we conducted performance optimization. We also actively utilized specific targeting options, targeting skincare competitors to gradually improve advertising performance. Along with this, we maximized e-commerce sales performance by actively utilizing Southeast Asia's Double Digit promotions to expand reach.
PHASE 3 Platforms / Countries / Work Scope Expansion
Ecommerce Platforms Expansion
In addition to analyzing advertising performance, Disrupt provided insights and various tips to optimize Shopee stores and increase conversion rates. With the improvement of Shopee stores and strategic execution of meta advertising, Dermafirm's sales gradually increased. Based on these results, Dermafirm expanded its sales platform to Lazada, a major e-commerce platform in Southeast Asia.
Countries Expansion (Taiwan)
When expanding advertising execution to Taiwan, we actively utilized insights gained from previous advertising experiences, resulting in much faster platform sales and advertising performance growth compared to before. Each country's customers behave differently, so campaign and optimization settings vary slightly, but with Disrupt's already high understanding of Dermafirm's brand, products, and customers, we efficiently expanded into Taiwan.
Expand Collaboration Scope (Content Production)
Disrupt provided conversion-focused ad creatives to increase sales on each platform/country. By actively utilizing conversion-focused ad creatives along with UGC (User-Generated Content) provided by Dermafirm, we reduced advertising fatigue, exposed various and new content to potential customers, and increased conversion rates and sales by building multiple touch points.
