Cherry blossoms represent oriental beauty and is loved and inspiring to many. We needed to get people to also fall in love with Innisfree’s Korean juju cherry blossom products that would not only moisturize but would give a pink glow to any skin instantly. To do this, we showered Hong Kong with a unique pink party straight out of Jeju.
We began by introducing a series of bite-sized content communicating product advocacy and unique selling points across multiple digital and social platforms. With a strong social eco-system and an elaborate network of KOLS engaging with fans from different categories, we were able to start social conversations followed with invitations to our one-of-a-kind pop-up store.
Fans arrived at a pink wonderland packed with Instagram worthy photo spots and call-to-actions at every checkpoint asking them to share social content. From sampling cherry blossom tea to sealing a postcard with pink wax, we were able to provide our fans with an exclusive experience that deepened their connection with Innisfree’s new product. In the end we created a significant number of user-generated content online and reached excellent campaign results.