KKOKDAM is a brand rapidly expanding its sales not only in the United States but also in various other global countries with its distinctive flower tea products. Although most digital marketing activities were previously conducted in-house by the brand, there was a need for expertise in global marketing channels, strategies, execution, and content creation to make a bigger leap into the global market. With the goal of maximizing revenue and marketing efficiency through tailored content creation and performance marketing targeting global audiences, KKOKDAM collaborated with Disrupt, resulting in a 165% increase in KKOKDAM's website purchase conversion rate compared to the same period last year, with a 57% increase in revenue.
Phase 1
Account Setup and Basic Settings Check
Before launching Google ad campaigns in earnest, several key checks were made to ensure that the account was set up properly for effective operation and optimization. We checked the status of conversion connection and tracking between the website and Google advertising accounts, as well as connections with Google Merchant Center and Analytics.
Phase 2
Data Analysis and Strategy Development
Analyzing data from US Amazon PPC ad search keywords, Google Analytics, and the Google Keyword Planner, we selected product and keyword ideas strategically. Based on this, we formulated advertising strategies focusing on 'Search' and 'Performance Max' ad types that could encompass the entire customer purchase funnel from top (TOFU) to bottom (BOFU). In the beginning of Google advertising operations(November and December), we linked the TOFU search ad campaign keyword group strategy to insights that products were heavily consumed as year-end gifts and that conversions were actively occurring in 'Korean'-related keywords. Additionally, we established a BOFU strategy to ensure that customers already aware of the KKOKDAM brand or products through meta ads could safely visit the KKOKDAM website and convert.
Phase 3
Keyword Research and Ad Copywriting
We first designed the campaign and ad group structure by funnel, then collected targeting keywords for each ad group. Targeting keywords were selected considering relevance to the product, search volume, and expected competitiveness to ensure appropriate exposure and high-quality traffic. Finally, tailored ad copies were written to achieve the optimal click-through rate (CTR) for each campaign/ad group based on goals, advertising products, and target keywords. For example, ad copies emphasizing why KKOKDAM products are good for gifts (premium packaging, suitable for various occasions) were heavily included in 'gift' related ad groups. For the 'Flower tea' keyword ad group, ad copies were written to include flower names included in products and phrases of famous flower tea ingredients sold by KKOKDAM.
Phase 4
Execution and Optimization
Following the established strategy, we launched search advertising campaigns, and subsequently, Performance max campaigns were launched with strategy enhancements based on Google ad data. Daily monitoring of ad spend and performance status was conducted, and each campaign's allocated budget was adjusted in detail to maintain good efficiency while adhering to partner budget guidelines. Google ad optimization involved not only budget allocation and management but also the analysis and adjustment of various advertising metrics affecting ROAS. The optimization process involved analyzing and adjusting various advertising metrics such as purchase intent, cost per click (CPC), and changes in shopping events/seasons/trends to enhance ROAS. We strengthened advertising assets and adjusted bidding prices to optimize campaigns according to changes in purchase intent and trends. In November and December, there were many purchase conversions for 'gift' keywords, but from January to February, the conversion rate decreased, so we designed and operated new keyword groups for other events such as 'Valentine's Day' and 'Lunar New Year'.
Phase 1
Website Content and Ad Content
We planned and shot content for Kkokdam’s Website as well as their meta ads for two main products: the butterfly tea set and the flower tea set. An important thing to note was that we planned, filmed, edited, and launched our ads in record time. From project kickoff to final exporting, we completed the entire process in just over a month. The content shoot produced both image and video materials, emphasizing a peaceful and calm tone for the website. For the ads, we adapted the videos to include faster-paced edits and text overlays to attract user attention and convey clear messaging aimed at converting viewers into buyers. The primary goal of the full funnel ads was direct sales. However, we observed that although TOFU ads performed well, the BOFU ads underperformed, likely due to the nature of the products being purchased as early Christmas gifts or one-off occasions like birthdays, which reduced the effectiveness of re-targeting efforts.
Phase 2
Immediate Ad Launch and Scaling
We launched the ads on Facebook right after exporting and we ran ads to gain insights and to maximize the pixel data shared to the new ad account. DISRUPT was given the challenging task of testing and optimizing new campaigns while scaling up the entire account for a smooth transition into November and December’s biggest sales days. We conducted extensive A/B testing across different audience groups, including detailed targeting, Advantage + Targeting, and Broad Target settings. Our strategy involved utilizing a higher ad spend per group to shorten the time frame of our tests and to achieve faster results. These tests helped result in record sales for Q4’s biggest sales events like Black Friday, Cyber Monday, and Christmas.
Phase 3
New Content and Influencer Marketing
After our explosive Q4, we collaborated with Kkokdam to prepare another film shoot, creating content that we believed would be more attractive for Meta’s platform. This involved incorporating more practical effects, resulting in some of our best-performing ads. Aside form paid ads, Kkokdam also reached out to DISRUPT again to expand into influencer marketing on TikTok. This venture into TikTok was a first for Kkokdam and generated a significant number of views and engagement. The positive reception and increased visibility on TikTok highlighted the platform's potential for Kkokdam's marketing strategy in the future.
Phase 4
Ad Optimization for Evergreen Season
The success of Q4 2023 was significant, prompting Kkokdam to extend their contract with DISRUPT into the off-season months. Kkokdam aims to boost sales throughout the year, not just during gifting seasons. In response, they have quickly developed new products that, while suitable for gifting, are priced to encourage repeat purchases. Marketing this new product line will enhance the effectiveness of our Meta BOFU strategy, leading to more recurring sales and the ability to scale up the brand’s presence in the United States.
