SUREPI is a Korean makeup brand creating Instagram based content ads to their thousands of followers. Partnering with beauty influencers together they released new products driving online sales and seeing a 51% increase on ad spend.
“Partnering with influencers who can effectively be represented our brand has produced a lot of high-quality content, earning us trust from consumers, with the facebooks help we are now able to test the performance of this content and gain a deeper understanding of our audience behaviour. We will continue testing the efficacy of our content to gain insight and improve performance.
Dong Hoo Lee, executive sales director
Many of Surepi’s products are created in partnership with beauty influencers in Korea, so Surepi wanted to find an effective way of launching and selling new makeup products digitally with the help of its collaborators.
Surepi collaborated with Korean beauty content creators on Instagram for its branded content ad campaign. The company used and boosted Stories and Instagram posts that the creators posted on their accounts, and also featured them as ads in Stories and video ads. Surepi worked closely with marketing agency Leferi to identify which influencers to work with, and also to develop the mobile-optimised creative.
The brand asked the influencers to create several 15-second Stories and posts with two different storylines. One emphasised the new product’s unique advantages and how it looks, while the other provided a tutorial on how to use the product. Surepi used Facebook’s Test & Learn approach, carrying out a split test for different ad creative to identify the better-performing Story and post.
The brand broadly targeted the campaign to people over the age of 18 in South Korea. Surepi used automatic placements to deliver ads across Facebook, Instagram and Audience Network in a cost-efficient manner, as well as campaign budget optimisation to identify the best-performing ads.
Surepi’s branded content campaign ran for seven days in April 2020 and successfully helped drive online sales, resulting in a:
This campaign has illustrated how brands can strategically design branded content that helps them achieve business objectives. There is no doubt that influencers can add value to campaigns and that by using branded content ads, this can be measured effectively. By selecting influencers who have high engagement and designing a powerful storyline, we certainly added value to the campaign.
WOO JIN LEE, MANAGER, LEFERI