Summary
•
[Purpose]:
◦
Execute influencer marketing campaign in Naver and deliver associated SOPs to the internal team
•
[Result]:
◦
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
◦
Coordinated in-house and cooperative Influencer Marketing campaigns across platforms such as Naver, Instagram, and YouTube, fostering active collaboration with Key Opinion Leaders (KOLs) and establishing local SOPs.
•
[Contribtion & Role]:
◦
Marketing Campaign Manager & Operation from End to End
Situation
•
Execute influencer marketing campaign in Naver and deliver associated SOPs to the internal team
Tasks
•
Planning and execution of Naver influencer marketing campaigns.
•
Creation of standard operating procedures (SOPs) and internal guidelines for Naver influencer marketing.
•
Development of an influencer tier chart and organization in Excel.
•
Formulation and definition of performance metrics.
Action
•
Providing detailed and meticulous guidelines was deemed essential for Naver influencer sponsorships.
•
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.
•
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
•
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
•
Coordinated in-house and cooperative Influencer Marketing campaigns across platforms such as Naver, Instagram, and YouTube, fostering active collaboration with Key Opinion Leaders (KOLs) and establishing local SOPs.
•
Emphasized the need for clear and detailed guidelines to ensure influencers adhere to them properly. For fashion e-commerce, providing an exclusive collection for influencers to choose from and create outfits is beneficial to encourage the selection of a diverse range of products. Without such guidance, influencers tend to select bestsellers or repeat products, leading to redundancy in the content produced.