Inus is a leading restroom applicance company in Korea that sells various restroom-related products such as tiles, stone, sanitary ware, water fixtures, bidets, and windows. They aimed to establish their bidet product in the US market, which is among their diverse range of products in Korea. They recently launched their bidet product on Amazon and began overseas sales. Our goal was to maximize their business profits by expanding their operating channels through Shopify. To succeed through Shopify, various marketing activities on external platforms based on market recognition are required. We started social media marketing to build brand awareness and trust in the US before expanding their Shopify channel in earnest. Additionally, SEO work was also carried out to improve the website's organic search results ranking.
Phase 1
Development of Marketing Strategy
To develop a strategy, we first conducted research on the US bidet market. We investigated the current market situation and competitors, analyzed their sales and communication strategies, and defined our positioning in the market. As the quality of the product and the trust in the brand are especially important factors in the decision-making process for purchasing a bidet, we defined our brand persona, voice, tone, and manner to be perceived as a customer-centric brand with high-quality products. Based on this, we developed a communication strategy that aligned with the brand personality. In addition, we aimed to establish a good reputation for the brand by emphasizing the brand's reliability and trustworthiness. To achieve this, we developed a comprehensive communication strategy that is tailored to our target audience.
Phase 2
Localized Content Creation
As the brand's official account feed and advertising content play an important role in branding, we created monthly plans through detailed storyboards to ensure that the previously defined strategic direction is well reflected in the content. We handled all aspects of content production, from planning to shooting and editing to create localized social media and advertising content that appeals to overseas customers. In particular, as the specifications for Inus bidet products were slightly different domestically and overseas, there were no previously existing assets that could be used in the global marketplace. We consequently developed various concepts and created global assets that appeal to overseas customers.
Phase 3
SEO (search engine optimization)
To improve the visibility of Inus' US ecommerce website on Google's organic search results page, we conducted search engine optimization (SEO). We focused on both On-page and Technical SEO to increase organic search rankings and traffic. Using tools such as Google Search Console, Page Speed Insights, and in-house tools, we conducted a deep analysis of the website's structure and content, providing an SEO audit report. From this report, we prioritized website improvements and applied changes over a three-month period based on importance. Additionally, we presented ideas on content planning using target keywords to publish content that would be important for potential customers looking for bidets or bidet-related products. We also optimized the website's loading speed by minimizing the impact of high-quality and diverse graphics showcasing the bidet products. This was necessary to minimize the negative impact on SEO.
Considering that bidets are products related to hygiene, we designed social feed visuals with a premium feel to enhance the perception of high-quality products. We also communicated with the audience using a trustworthy brand voice to establish credibility.
As the bidet penetration rate is relatively low in the US market, we utilized a video advertisement with an intuitive and friendly feeling to help unfamiliar American consumers easily understand and empathize with the product's functions.
For retargeting ad creatives, we utilized a strategy that emphasized Inus' unique selling proposition (USP) through clear and straightforward image ads to encourage conversions.
