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Sulwhasoo Case Study: A Quick Walkthrough of the Consumer Redemption Journey

A Quick Walkthrough of a Consumer Redemption Journey [Sulwhasoo Case Study]

Customers love product samples. By providing them with a chance to test your brand, you are increasing their confidence and loyalty to your brand. Furthermore, you can obtain quality customers through product sampling. Why? Customers will only spend time filling up your online form if they are fully interested to try your brand.

Moreover, it’s found to be one of the effective strategies to successfully launch a new product line.

While sampling programs sound promising, it can also be daunting without a good plan. Incorporating online and offline methods together is tough sometimes. And you will need more than just a website to fulfil the entire redemption process.

Thus, it’s important to thoroughly map out your consumer’s redemption journey from online registration to redemption. Take the case of Sulwhasoo Singapore as an example.

Screenshot of Sulwhasoo's microsite for the Concentrated Ginseng Renewing Serum launch

Sulwhasoo Singapore: Discover the Vitality of Ginseng

Back in 2018, the K-beauty brand successfully kicked off its new Concentrated Ginseng Renewing Serum through a series of pocket events.

Sulwhasoo indeed went all out with a mini facial treatment, beauty workshop, exclusive BeauTea Parlour experience, and a limited pre-order set discount. The skincare brand also managed to carry out a sampling campaign with a microsite and a simplified redemption process.

Sulwhasoo's microsite with clear call-to-action buttons
Sulwhasoo’s microsite with clear call-to-action buttons

A Campaign-Specific Microsite to Complement an Offline Activity

To kick off the campaign, a microsite was developed to provide details about the pocket events. It also contained online forms for the workshop, facial treatment, and pre-order registrations.

Workshop Registration

The microsite online form for Sulwhasoo's make-up workshop
The microsite online form for Sulwhasoo’s make-up workshop

Pre-order Form

The microsite pre-order form for the Concentrated Ginseng Renewing Serum
The microsite pre-order form for the Concentrated Ginseng Renewing Serum

Facial Treatment Registration

The microsite registration form for Sulwhasoo's mini facial treatment
The microsite registration form for Sulwhasoo’s mini facial treatment

A Streamlined Consumer Redemption Journey for Sampling Campaigns

Redemption processes don’t have to be complicated. For instance, Sulwhasoo adopted a simplified redemption system with only four steps:

  1. Online registration through the microsite
  2. Email or SMS confirmation with unique QR code
  3. In-store QR code verification
  4. Reward redemption
Consumer redemption journey illustration by IH Digital
Illustration on consumer’s redemption journey by IH Digital | Icons made by Freepik from www.flaticon.com

Additionally, the beauty brand used a rewards app to administer in-store verification.

More Sulwhasoo Digital Marketing Case Studies

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Case StudiesInfluencer MarketingSocial Media Marketing

Digital Marketing: Sulwhasoo Singapore Celebrates #WhenTheGinsengBloom

digital-marketing-sulwhasoo-whentheginsengblooms-website1Sulwhasoo worked with IH Digital to execute an integrated digital marketing campaign to celebrate its 51 years in Ginseng Research. This was the microsite developed by IH Digital, a digital marketing agency.

To celebrate their 51 years of dedication to the perfection of Ginseng Research, Sulwhasoo Singapore has organised a pop-up store to showcase the latest additions to their Concentrated Ginseng Renewing line and other whimsical art exhibits. Sulwhasoo even conducted exclusive workshops and beauty classes that encapsulate the essence of total holistic beauty. As part of its digital marketing strategy to promote the pop-up store, Sulwhasoo worked with IH Digital, a digital agency in Singapore, to execute an influencer marketing campaign and launch its microsite.


An Event Coverage Video of Sulwhasoo’s Pop-up Store

Sulwhasoo x Limzy: Influencer Marketing Campaign

Sulwhasoo collaborated with the talented visual artist Limzy to tell the story of the blooming Ginseng flower, through a series of artworks entitled “When The Ginseng Blooms.” This influencer marketing campaign was in line with the celebration of Sulwhasoo’s 51st year in Ginseng Research as well as the latest additions to their Concentrated Ginseng Renewing line. Using her signature style of combining vivid watercolors with blooming flowers, Limzy created the three whimsical artworks – “The Root of Beauty”, “Flower Dance” and “Garden of Ginseng”.

“When the Ginseng Blooms” tells the story of a beautiful woman who lives in the Garden of Ginseng. The goodness rooted in her heart began sprouting when she was a young girl and blossomed, turning her into the beautiful woman she is now. She is the most elegant woman among the others as her beauty radiates while harvesting every good energy from the Earth. Limzy ends her story by illustrating that the woman dances with joy and confidence as she finds happiness in the Ginseng Garden. This story resonates with Sulwhasoo’s brand message of Holistic beauty. Images of the artworks were posted on social media, garnering an overwhelming positive response from their fans.

Read the full story on Sulwhasoo’s Facebook & Limzy’s Instagram:

Sulwhasoo launched a Facebook wall contest to link their influencer marketing efforts back to their pop-up store. Fans were called to share their best interpretation of Holistic Beauty and comment it on the post. The chosen story will win one of the three unique Limzy artworks from “When The Ginseng Blooms”.

Holistic Beauty Microsite: Digital Marketing Campaign

Sulwhasoo launched a microsite for this online marketing campaign. The microsite celebrates their 51st year in perfecting Ginseng Research. It lists the exclusive workshops and beauty classes that encapsulate the essence of total holistic beauty, varying from flower arrangements to skincare tutorials.

Fans can also redeem a complimentary Sulwhasoo Anti-aging kit that is given out during the event. The kit includes the new Concentrated Ginseng Renewing Creamy Mask and a Concentrated Ginseng Renewing Cream EX. All they need to do it is sign up on the web page and present the QR codes sent to them when they visit the pop-up store in person. This digital marketing strategy integrates both offline and online activities, boosting the effectiveness of the overall marketing campaign.

Sulwhasoo worked with IH Digital to execute an integrated digital marketing campaign to celebrate its 51 years in Ginseng Research.

Sulwhasoo worked with IH Digital to execute an integrated digital marketing campaign to celebrate its 51 years in Ginseng Research.

An Integrated Digital Marketing Approach

It is an open secret that businesses will need to tap into digital marketing to support offline sales and events. Let IH Digital help you with your marketing campaign. If you are seeking to promote your brand through influencer marketing, microsites or social media marketing, IH Digital, a digital marketing agency in Singapore has an array of digital marketing services. Drop us a message to see how we can help you and your business today!

Case StudiesSocial Media MarketingVideo

Sulwashoo Boutique opens at ION Orchard Singapore!

Social Media Marketing - Sulwhasoo Singapore - ION Orchard opening

Long favoured Korean skincare brand, Sulwashoo, brings holistic beauty to its newly-opened Boutique at ION Orchard Singapore. The grand opening was graced with the presence of much-loved homegrown singer, Kit Chan whose appearance was documented in the Facebook Live video as part of the brand’s digital marketing and social media marketing tactics.

This online advertising live video by IH Digital, a digital marketing agency in Singapore also gives viewers a sneak peak of this second boutique’s premium quality lounge and wider spa area where guests can enjoy Sulwashoo’s new Spa 2.0 Program.

What makes Facebook Live video an effective social media marketing strategy?

Running live stream videos on your Facebook business page gives you an instant built-in audience. Going Live automatically sends notifications to your audiences and shows up on your fan’s Facebook newsfeed which help you gain great organic reach.

Facebook live video is also deemed successful in establishing an intimate, authentic connection with your social media audience. It is accessible and only requires minimal to no cost on a marketer’s end.

Team up with IH Digital

IH Digital is a well-established digital marketing agency in Singapore which utilizes innovative digital marketing tools to boost your brand’s content across digital platforms. Our video production experts can help your brand voice be heard through videos. Discover more about our services here