Marketing in Korea: Top 10 Successful Instagram Campaigns

Published in

AJ Marketing Blog

12 min readJan 29, 2020

In the world of digital marketing, few platforms have captured the hearts and minds of users quite like Instagram. With its visually stunning interface and global reach, this social media giant has become a playground for businesses seeking to connect with their target audiences in unique and creative ways. Now, imagine a country known for its cutting-edge technology, vibrant culture, and insatiable appetite for social media — Korea.

In this land of K-pop, kimchi, and K-beauty, the marriage between marketing and Instagram has given rise to some of the most awe-inspiring and successful campaigns in recent memory. Join us as we take a journey through the dazzling landscape of Korean marketing, unveiling the top 10 Instagram campaigns that have left audiences mesmerized, captivated, and clicking that follow button with fervor.

From star-studded collaborations to jaw-dropping visual storytelling, prepare to be inspired by the ingenious strategies that have set the Korean marketing scene on fire and paved the way for a new era of digital engagement. It’s time to delve into the world of marketing in Korea and uncover the secrets behind these unforgettable campaigns that have taken Instagram by storm.

Top 10 Successful Instagram Campaigns in Korea

10. Baskin Robbins Brown

Baskin Robbins is taking a bold leap in Korea, introducing a brand-new store concept that combines the irresistible delights of ice cream and coffee. They’re tapping into the insatiable Korean craving for caffeine with their cleverly named venture, Baskin Robbins Brown. But that’s not all — they’re also dishing out never-before-seen ice cream flavors that are sure to tantalize taste buds across the country.

Located in the prestigious Cheongdam district of Seoul, this concept store aims to elevate the consumer experience while giving the entire Baskin Robbins chain a boost in sales. And what better place to make a splash than Cheongdam? This high-end district is a hotbed of unique selling propositions and a playground for retail experimentation in Korea.

To make sure the news spread like wildfire, Baskin Robbins joined forces with popular Korean Instagrammers like the fabulous @heavenpark. They enlisted these influential voices to create buzz around the grand opening and the mouthwatering additions to the menu. Trust us, when these Instagram stars post about an event, people take notice and rush to experience it themselves.

9. LG V50S ThinQ 5G Launching

Hold on tight because LG is unleashing a powerhouse that’s about to redefine the mobile device game. Say hello to the LG V50S ThinQ, a beast of a smartphone that not only boasts dual screens but also packs the lightning-fast punch of 5G technology. Yep, you heard that right — 5G capability in the palm of your hand!

Now, LG isn’t exactly known for their flashy mobile device advertising, but they’ve decided to shake things up with a game-changing global campaign. It seems like they’re ready to make their mark and claim a bigger slice of the market by offering early access to the cutting-edge wonders of 5G.

In Korea, LG kicked off this revolutionary campaign with a clever word-of-mouth strategy. They handpicked a group of early adopters to test-drive the device and share their experiences with other eager consumers. By doing so, LG was able to fine-tune their marketing approach and seamlessly integrate valuable feedback straight from the users themselves.

But here’s where it gets even more exciting. This campaign caught fire as everyday users, who aren’t necessarily influencers, hopped on the LG bandwagon and started flooding social media with stunning photos taken on their LG phones. These ordinary heroes proudly tagged their posts with the official LG hashtag, #lgv50sthinq, effectively becoming ambassadors for the product and taking the marketing frenzy to new heights.

8. Sauvage from Christian Dior

Step into a world of olfactory elegance with Sauvage, the latest men’s cologne by the renowned French luxury goods company, Christian Dior. And guess who’s leading the charge as Sauvage’s global brand ambassador? The one and only Johnny Depp! Brace yourself for an authentic journey as this captivating fragrance takes you deep into the Native American soul, exploring sacred, foundational, and timeless realms.

In 2018, Christian Dior Korea saw a staggering $82 million in sales, with an impressive growth rate of 52%. But here’s the interesting twist — Dior opted for a more subtle approach when it came to marketing Sauvage. Instead of launching a massive campaign, they chose to channel their efforts into the power of influencers, captivating content, and fostering a thriving community. And boy, did they hit the mark by teaming up with some of Korea’s most influential male Instagram stars.

This clever marketing move shines a light on the priorities of Korean marketers. Instagram influencer marketing reigns supreme, taking the top spot on their priority list, while other traditional marketing channels may take a backseat.

7. Discovery Expedition

Prepare to embark on an extraordinary journey of discovery, not just through awe-inspiring nature documentaries but also in the realm of outdoor clothing and premium lifestyle. It’s a brilliant twist — branding an outdoor clothing line with captivating nature documentaries, and the results are simply remarkable.

In Korea, the Discovery brand received its license back in 1992, thanks to a group of visionary companies. Fast forward to 2012, and the older version of the brand was replaced by a new sensation — Discovery Expedition. This exclusive line can only be found in Korea, adding an air of exclusivity to its already impressive reputation.

What makes Discovery Expedition truly unique in Korea is the powerful co-branding effect it has achieved. Korean consumers perceive the brand as being authentically American, thanks to its association with the beloved Discovery Channel. Despite its licensing and limited availability, customers are more than willing to pay a premium price to get their hands on these coveted garments.

And let’s not forget about the mind-blowing success Discovery Expedition has achieved in Korea. In 2019 alone, sales skyrocketed to an astonishing $305 million — the highest recorded to date. While traditional TV advertisements played their part, the brand has astutely shifted its focus to the world of social media in recent years. From collaborating with beloved celebrities to launching targeted digital ads, Discovery Expedition has honed one of the smartest and most cutting-edge marketing strategies in the industry.

6. Glo from British American Tobacco

Get ready to witness a technological revolution that’s reshaping the tobacco industry as we speak — e-cigarettes! This innovative technology is completely transforming the way we think about tobacco, and in Korea, it’s a massive market, ranking second globally after Japan. But here’s the catch — when it comes to e-cigarettes, heated tobacco devices reign supreme in Korea.

The major local players in this game are none other than IQOS from Philip Morris Korea, commanding a whopping 56% market share, followed by Lil from KT&G with 31%, and Glo from British American Tobacco with a modest 6% share. Despite having the smallest piece of the pie, Glo has been making waves, especially in the realm of social media.

If you’ve been scrolling through Korean Instagram, chances are you’ve come across Glo-related content almost daily. From influencers visiting the brand’s flagship stores to sponsorships at music festivals and glamorous product launch events, Glo has been hitting the social media scene with a bang. They’ve truly embraced the power of influencer marketing and leveraged it to captivate their audience.

However, despite their impressive marketing efforts, Glo has struggled to overtake its competitors. The problem lies in the actual product itself, which has left many consumers disappointed due to lower-than-expected quality. When you let down your target audience, it becomes incredibly challenging to change their minds, especially when launching second and third-generation devices in the future.

5. Mon Paris from Yves Saint Laurent

Let’s take a fashionable journey into the world of Yves Saint Laurent, the iconic French luxury fashion house that made its grand entrance into Korea back in 2012. With an impressive lineup of 38 local offline stores, they’re locking horns with major competitors like Chanel and Dior in the Korean market.

But today, we’re shining a spotlight on their latest gem — Mon Paris, a captivating women’s perfume that’s set to mesmerize the senses. To spread the word about this exquisite fragrance, Yves Saint Laurent embarked on a cross-platform campaign that spanned TV ads, Facebook ads, and Instagram ads. They strategically launched the campaign during Valentine’s Day, placing a special focus on the mobile experience. By integrating their marketing efforts across various channels, they ensured their brand message reached the hearts of their audience with maximum impact. And guess what? The results were simply outstanding:

A whopping 3.5-point lift in top-of-mind awareness, meaning Mon Paris captured the attention of perfume enthusiasts far and wide.
An impressive 2.5-point lift in purchase intent, indicating that the campaign successfully enticed consumers to consider adding this fragrance to their collection.
And let’s not forget the cherry on top — a remarkable 23% increase in reach rate, ensuring that the Mon Paris message reached an extensive audience.

But that’s not all. In addition to their stellar digital advertising efforts, Yves Saint Laurent also dived into the world of influencer marketing. They struck a brilliant partnership with Yeonjun, a rising star on Instagram with over 113K followers. And that’s not all — they collaborated with several other talented women Instagrammers to further amplify their brand’s reach.

4. Tinder Korea

Let’s dive into the world of Tinder, the app that took the global mobile scene by storm and became the top-grossing non-game mobile app of 2019. But here’s the exciting part — they didn’t stop there. Tinder set its sights on conquering the Korean online dating market, a landscape that holds more conservative views on dating compared to Western countries. Overcoming negative perceptions and reshaping consumer perception became a key element in Tinder’s strategic approach.

Now, let’s talk about the powerhouse that is Instagram influencers in Korea. These social media trendsetters hold immense sway over young people, shaping social norms and setting the latest trends. It was only natural for Tinder to tap into the magic of influencer marketing. They launched an ingenious campaign utilizing influencers and captivating online video ads to capture the attention and hearts of their target audience.

But here’s an interesting fact to ponder: According to Tinder’s data, the most popular female accounts in Korea are associated with business owners and yoga teachers, reflecting the aspirations and interests of Korean users. On the other hand, the most popular male accounts belong to doctors and models, capturing the attention and admiration of users looking for a variety of qualities in a potential match.

3. Netflix Korea

Let’s step into the dynamic world of Korea’s content streaming market, a challenging landscape due to the presence of numerous affordable local cable TV and IPTV channels. However, one player managed to crack the code and find success — Netflix. And they did it by employing a strategy reminiscent of Apple’s entry into the Korean market — partnering with a major local player.

Just like how Apple partnered with Korea’s KT Corporation, Netflix joined forces with LG U+, the country’s third-largest telecommunications carrier. LG U+’s IPTV service had struggled to gain significant market share in the content streaming industry, so they had a strong incentive to integrate and promote Netflix as a way to revitalize their offering.

From a consumer’s perspective, it feels like Netflix is absolutely everywhere in Korea. Whether you’re browsing YouTube, scrolling through Instagram, or simply walking down the street, you’re bound to encounter Netflix ads in various forms. They’ve truly mastered the art of marketing through multiple channels, including collaborations with popular Instagram influencers who have visited exclusive pop-up installations like the Witcher series’ immersive experience at COEX Mall and thrilling Dracula series streaming parties.

2. Rihanna’s Fenty Beauty

Let’s get to Fenty Beauty, the fabulous cosmetics brand born from the collaboration between Rihanna and the esteemed LVMH. In September 2019, Fenty Beauty made its grand entrance into Korean department stores, and let me tell you, it was an event to remember. The queen herself, Rihanna, graced Korea with her presence, hosting a spectacular gathering that left everyone in awe.

Imagine this — 600 influencers from around the globe, both Korean and international, were invited to be part of this extravaganza. It was a star-studded affair, with 120 guests even flying in from Europe to join the festivities. And guess what? This wasn’t the first time Fenty Beauty pulled off such a grand event. The first one of this magnitude was held in none other than Dubai.

The buzz surrounding this sensational event spread like wildfire in Korea. Hundreds of influencers took to Instagram, sharing their experiences and showcasing the wonders of Fenty Beauty. The engagement for posts related to Rihanna and the event skyrocketed, reaching three to five times higher than the usual levels. The power of Fenty Beauty and Rihanna combined created a social media frenzy that captured the attention and adoration of fans all over Korea.

1. TikTok Korea

Get ready to groove to the beat of the social media sensation that took the world by storm — TikTok! Since its release in 2017, TikTok has been making waves and capturing the attention of social media enthusiasts everywhere. And guess what? Korea is no exception! This vibrant platform is gaining massive popularity among teens and the ever-trendy Generation Z in Korea, with the number of Korean users soaring past the impressive milestone of 1 million.

Now, let’s talk about TikTok’s ingenious marketing strategy. They’ve set their sights on redirecting traffic from the beloved Instagram, and boy, have they cracked the code. Picture this: Hundreds of Korean celebrities and influencers, known for their entertaining antics, have hopped on the TikTok train. They’ve recorded hilarious videos using the TikTok app and shared them with their eager followers on Instagram. Naturally, curiosity gets the best of their followers, leading them to download the app and join in on the fun.

It’s a genius cycle of entertainment and engagement, where the infectious energy of TikTok spills over into Instagram, creating a ripple effect that draws in more and more users. TikTok has mastered the art of captivating their target audience through the power of influential personalities, ensuring that the excitement never fades.

Conclusion

From the campaigns above, here are a few lessons brands can learn and remember for their next Instagram marketing campaign:

First, influencer marketing is a high priority to almost all brands marketing in Korea, not only in fashion and beauty, but also electronics and mobile applications. Everyone is doing influencer marketing.

Second, Instagram influencer marketing is usually not done by itself, but is an integrated part of a larger digital marketing strategy. Instagram influencers are great to make a product desirable and to generate awareness. Meanwhile, targeted online video ads and positive online reviews are necessary to complete the consumer purchase journey.

Third, influencer marketing brings best results when it is creative. Do not be afraid to plan a unique campaign tailored to your product. Recent polls of Korean marketers showed that importance of creative marketing in Korea is decreasing. This is because social media is getting saturated, it feels less authentic. Influencer platforms became standardized. Easy access to influencers made most of them to lose touch with their audience.

However, while most marketers have given up on creativity, elite marketers are making wonders by being flexible and trying out new things. See how Samsung partnered with Black Pink and generated hundreds of millions of views with one 15s long video on TikTok.

We are open to everyone who wants to know more about marketing in Korea. Our mission is to help global brands to research Korean market, understand competitors, and set up a successful marketing strategy. Having transparent local partner is a key to succeed in Korea.

If you want to learn more about advertising and marketing in South Korea, check the AJ Marketing Blog.

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