COSRX

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

Phase 1: 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.

Phase 2: UGC Campaign Scale-Up Across Platforms

• Building Awareness Through UGC at Scale on TikTok

To create a buzz that resonates with the masses, COSRX is collaborating with 30 UGC creators who specialize in authentic and relatable content. By prioritizing authenticity, these creators showcase real-life product applications and benefits, establishing trust and relatability among diverse audiences. Performance

1. Total Views: 707,353
2. Total Engagements: 18,557
3. CPE: 161 VND

• Utilizing Macro Creator Livestream Add-In on Shopee

The final phase focused on driving sales by bridging the gap between content and commerce.

Macro Creator Livestream: A key livestream event was held on Shopee, featuring product demonstrations, ingredient deep-dives, and real-time Q&A sessions to create an immersive shopping experience.

Integrating Livestreams and affiliate links directly into the content feed shortens the path to purchase. The 40% ROI demonstrates that influencer marketing, when connected to a platform like Shopee, is directly tied to revenue.

• Viral Page Booking

FinT leveraged massive organic traffic from viral Facebook groups to drive viewers directly to the Shopee livestream

1. View: 74,109
2. Reach: 51,298
3. Impression: 52,931
4. Engagement: 4,060

• Affiliate Campaigns on Shopee

Affiliate Scaling: 19 TikTok videos were repurposed on Shopee, with 16 KOCs embedding affiliate links in their bios to drive direct traffic.

1. Total view: 9.679
2. Total like: 43
3. Total comment: 10

• Cross-Platform Expansion for Maximum Impact

While Shopee remains a key platform for this campaign, COSRX recognizes the importance of meeting customers where they are. The campaign’s expansion includes: Tiktok, Facebook, Youtube. The campaign garnering nearly 22,000 views and over 600 engagements just on Youtube.

By merging UGC, livestreams, and platform-specific content, COSRX is poised to reach new audiences and solidify its presence in the skincare industry.

New Campaign: Strategic Influencer Campaign Boosts COSRX New Launch- Hydrogel Mask

Before launching the campaign, we conducted in-depth research to understand COSRX’s target audience, identifying key demographics, behaviors, and content preferences. Our team meticulously selected KOLs and KOCs whose personas naturally align with the brand, ensuring that their endorsements feel organic rather than promotional.

Our execution included

• 2 Luxury Lifestyle KOLs – Elevating brand perception and aspirational appeal.
• 4 Beauty Review KOLs – Delivering authentic product insights and credibility.
• 10 KOCs on Threads – Tapping into rising platforms to engage Gen Z consumers.

Furthermore, we amplified the impact by boosting ads on KOL video reviews during the sales event, ensuring wider reach and higher conversion rates. This approach combined the authenticity of influencer content with the precision of paid media, effectively turning organic engagement into measurable sales growth.

Results

• 1,087,000 views and 43K engagements

• Before the sales event, FinT supported running Spark Ads through KOLs’ videos. We successfully surpassed the KPIs, achieving 233,000 total clicks with a 15% CTR.
• On Threads, a rising platform among Gen Z—our target audience, we garnered 32,712 total organic views and over 100 product clicks

Conclusion

By treating influencers as educators and partners in the sales process, COSRX successfully launched two new products, reinforcing its position as a trusted, science-backed skincare authority in Vietnam.