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Summary
A/B Testing of different graphic assets

Situation

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Faced with the challenge of gathering more users and GMV through Naver and Kakao ads
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Initially, performance marketing was entirely entrusted to an agency with the expectation of improved results. However, performance did not improve and instead worsened.

Objectives

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There is a room for budget management in budget allocation on different ad products
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Instead of running cpc campaigns, find more alternative ad campaigns
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The internal data tracking portal needs to be checked because the Appsflyer tracking with UTM and SDK are not properly working

Actions

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Tuning budget allocations and optmizing ad campaign operations
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Developing data monitoring framework
Performance Marketing Management
Naver
Kakao
Excel
MMP
A/B Test
Project Management
Summary
Kakao CRM Tool

Situation

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There was no localized strategy in crm marketing other than email and in-app pushes.
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Korean e-commerce platforms widely use Kakaotalk channel for CRM and customer management purposes.

Objectives

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Increasing the app retention rate and gmvs through Kakao CRM tools
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Delivering and adopting competitor’s strategey
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Devising a solution to provide a better localized customer service to local consumers of which we did not provide Korean customer service at that time

Action

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Integrated Kakao CRM tool called Kakao Alimtalk that enables corporate clients to send informative messages to users in Kakaotalk as long as the user records exist within the app
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Developed a Kakao Customer Service Chatbot by planning and integrating necessary customer service scenarios.
CRM Marketing Strategies and Customer Service
CRM
Customer Service Management
Retention Rate
Project Management
CPA
CPS
Summary
Automatic Address API

Situation

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The company’s app lacked localized translation
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There was a concern over how to improve overall UI/UX for Korean customers

Objectives

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Diagnosing which customer journey part to optimize UI/UX
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Persuading the stakeholders including the c-levels to accept the suggestions
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Localizing sizing information return/refund processes in accordance with local competitors

Action

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Compiled development document of the automatic address fill service and coordinated with backend team to integrate
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Analyzed domestic e-commerce sizing and proposed improved sizing options, moving away from a foreign size-centric approach.
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Created a comprehensive UI/UX research analysis documents of return/refund process

Result

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A/B Testing turned out that automatic address API resulted in a 20% improvement in address conversion rates
UI / UX Localization & Optimization
UI/UX
Localization
Optimization
A/B Test
Project Management
Summary

Situation

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Prior to hosting pop-up stores at Waterbomb and Konkuk University, the company decided to launch a large pop-up store at Space Wadiz, Seoul.

Objectives

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Planning the event strategy and procedure including the pop-up event, display banners, viral marketing campaign, pop-up contract with parternign agencies, drafting of press release articles
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Communicate with logistics team to support in merchandises for prizes and item stocks for the pop-up

Action

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The drafted press articles were sent to organized list of journalist emails as the measure of minizing the cost
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Conducting research analysis over other pop-up stores
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Constructing the data tracking framework of event

Result

Offline Pop-Up Planning & Operation
SNS Marketing
Influencer Marketing
Event Planning
KPIs Coordination
Project Management
Summary

Situation

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All content was being distributed in the form of Paid Placement (PPL) advertisements. In South Korea, consumers prefer organic contents than paid ad contents
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Therefore, to appeal to Korean consumers, an execution plan for viral advertising were developed, which focuses in generating fake organic contents

Objectives

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Construct viral marketing strategy and execute
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Persude company’s headquarter to acquire the budget

Action

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Delivered competitor’s case studies of execution of viral marketing to internal team
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Execution of viral marketing campaign through Instagram, Naver, and Naver Cafe

Result

Viral Marketing Management
Viral Marketing
CPC
Conversion Rate
Data Tracking
Project Management
Instagram
Naver
Summary

Situation

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The company lacked local awareness and loyalty

Objectives

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Planning and executing ambassador program

Action

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Immediate feedback was sought from the management, and collaboration with the influencer team was emphasized.
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The program's intent was to offer a head-to-toe styling guide within the app, necessitating the preparation of at least 20 outfits, finalized through feedback from managers and teams.
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Ambassador content was systematically collected, organized, and promptly shared with the advertising and design teams for optimal use. A simplified design brief was provided to the design team to ensure the ambassador collection page was crafted according to the program's intent.

Result

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Generated contents resulted were 52% for feed and 47% for reels, surpassing initial targets and generating sales nine times the invested budget.
Ambassador Program Planning & Operation
Project Management
Market Research
CPM
CPC
ROI
Ambassador Program

Situation

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Connect with Korean customers through Naver blog before expanding influence on Instagram and other platforms.
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With no significant influence or recognition in Korea, the initial strategy focused on expanding reach and securing followers through the blog and twitter
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The growing demand for customer service posed a challenge due to limited manpower.
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The blog needed to be operated in a manner that reflected the brand's identity, similar to a homepage.

Tasks

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Planning and coordinating daily social media posts, including customer service guides, event promotions, and branding posts.
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Increasing brand awareness through Naver blog.
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Managing daily posts on Twitter.

Action

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Began by collaborating with influencers to gradually increase follower count, engaging directly with influencers by commenting on their blogs to foster relationships.
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Created content suitable for Naver, mirroring the style of Instagram feeds (e.g., "Top 8 Swimsuit Trends," "Festival Looks Inspired by Coachella Celebrity Outfits," "Summer Product Recommendations," "Must-Have Products for Your Next Vacation," "Spring Outfit Ideas with ShopCider Products").
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Targeted groups likely to enjoy idol group styles on Twitter, posting coordinated outfits inspired by popular idols.
SNS Marketing Management
Naver Blog
Content Marketing

Situation

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Execute influencer marketing campaign in Naver and deliver associated SOPs to the internal team

Tasks

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Planning and execution of Naver influencer marketing campaigns.
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Creation of standard operating procedures (SOPs) and internal guidelines for Naver influencer marketing.
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Development of an influencer tier chart and organization in Excel.
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Formulation and definition of performance metrics.

Action

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Providing detailed and meticulous guidelines was deemed essential for Naver influencer sponsorships.
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Due to the difficulty in directly tracking results on Naver, individual follow-ups with each blogger who executed the campaign were conducted to gather outcomes.
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Negotiations with influencers interested in paid collaborations were not solely based on offering higher benefits but also involved leveraging other channels for mirrored exposure to facilitate smoother negotiations and secure broader visibility.

Result

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Executed KOL campaign for Naver influencers. The coordination involved an elaborated version of the guideline, leading to a 67% increase in Gross Merchandise Value (GMV) compared to previous KOL campaign
Influencer Marketing
Influencer Marketing
CPC
CPM
ROI
Naver
Instagram

Situation

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As a customer-centric organization, there was a need to collect and analyze the Voice of the Customer (VOC) from domestic consumers to better understand their needs and preferences.

Task

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Planning and executing Focus Group Interviews (FGIs) to gather in-depth customer insights.

Action

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FGIs were conducted to collect extensive user feedback on UI/UX and product offerings, enabling targeted enhancements.

Result

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Action plan based on the interviews was set-up

Feedback

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The necessity for more detailed planning and objective setting was realized, specifically:
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A more detailed schedule proposal was recognized as essential, involving steps like project initiation, aligning on the planning intent (project purpose/meaning, goals, etc.), pre-analysis (reference and benchmarking), consulting (research requirements discussion, research methodology setup), research execution (identifying pain points, hurdles, barriers, and usability issues), result analysis (quantitative/qualitative analysis), insight derivation (developing improvement directions and measures), and tracking research outcomes.
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Recommendations for conducting tests included:
Focus Group Interview (Market Research)
FGI
Market Research
Strategic Planning
Interview