Enhancing Brand Awareness for COSRX’s products in Vietnam

COSRX, a renowned South Korean skincare brand, has made a name for itself with effective products that address specific skin concerns. To introduce two new products—Ultra-Light Invisible Sunscreen and The 6 Peptide Skin Booster Serum—COSRX partnered with FinT – as a Top agency Vietnam to enhance brand awareness and engagement among Vietnamese consumers through a strategic influencer campaign.

Challenge

Entering the highly competitive Vietnamese skincare market with new products presents a significant challenge, particularly when brand awareness is limited. Our goal was to enhance sales by leveraging our deep understanding of the local market. We developed targeted campaigns featuring carefully selected top skincare influencers to create engaging content, ultimately building interest and trust among Vietnamese consumers.

Solution

Choosing Top Skincare Experts in Vietnam

Leading skincare experts such as Goc Cua Ru (589,8K Followers), QuinSkincareholic (116,3N Followers), Bac Lyn (120,6N Followers), &Thao Doan (1,3M followers) are featured in the campaign, providing a solid foundation for future product promotions, including ads, reposts, re-edits, and use by other UGC creators. The content is expertly scripted and filmed, offering diverse formats that align with each creator’s unique style and resonate with their audience’s interests.

Collaborating with user-generated content (UGC) creators

By building authenticity, increasing engagement, and providing diverse content, UGC transforms the way brands connect with consumers, creating organic exposure.

Featuring with Lifestyle Influencer – Showcasing the Product Through the Lens of Consumer Experience

This approach emphasizes the importance of presenting the product as seen by actual users. By focusing on consumer perspectives, we can highlight real-life experiences, benefits, and testimonials that resonate with potential buyers. This strategy not only builds trust but also helps prospective customers understand how the product fits into their lives, making it a more relatable and appealing choice. By incorporating authentic feedback and stories, we create a compelling narrative that showcases the product’s value from the viewpoint of those who matter most—its users.

Content Strategy

The focus was on creating educational content that would resonate with the audience. By leveraging TikTok and Instagram Stories, we ensured that our message was delivered in a dynamic and engaging manner, capturing the attention of potential customers.

The campaign yielded impressive results:

• Views: 1,195,831
• Engagement: 40,520
• Engagement Rate: 4.46%
• Cost Per Engagement (CPE): 6,456 VND

Notably, the campaign performed 21.1% higher than the average channel engagement rate of similar influencers, showcasing the effectiveness of our strategy. Also the higher views and peak before the livestream day indicate strong potential for driving sales in future promotions.

Audience Engagement

The campaign content experienced several peaks in views during key sales days, indicating a strong audience interest in learning about the new products. This heightened awareness directly influenced purchasing decisions, contributing to a successful launch.

 Brand Recognition

Additionally, audience interactions revealed that many were referencing another COSRX product- Snail Mucin, suggesting that the brand has already established a strong position in the market. This cross-product recognition further solidifies COSRX’s reputation and potential for long-term success in Vietnam.

Conclusion

Through a well-executed influencer campaign, we successfully enhanced brand awareness and engagement for COSRX’s new products in the Vietnamese market. By leveraging the influence of key opinion leaders and focusing on educational content, we were able to create meaningful connections with consumers, ultimately driving sales and strengthening the brand’s presence in a competitive landscape.