[Work] KGC인삼공사 동인비 IMC 전략 수립

Since Donginbi appeared in the cosmetics market as a premium red ginseng cosmetics brand in 2011, it has sought to establish a new roadmap to improve sales performance and build a clear awareness as a premium skincare brand. Interbrand planned an ATL-centered brand launch campaign under the message “Meet the Red Ginseng,” considering that everyone knows the assets of Jeonggwanjang and the efficacy of “good red ginseng for the skin,” but many consumers still do not recognize “good red ginseng for the skin.” Interbrand confirmed that there was no clear appeal for the purchase target due to the problem of Donginbi’s existing brand communication. Accordingly, it selected 1899 Signature Oil as a hero product in consideration of the differentiation in the market and customer needs, and allowed marketing resources to be concentrated.Client: KGC Ginseng Corporation Scope: Establishment of IMC Strategy | Action Plan ReadingSource ⓒ Donginbi’s official website / KGC Ginseng Corporation’s official YouTube channel Many skincare brands were universally appealing for the skin effect of “elasticity,” so they developed the keyword “density skin” so that Donginbi’s unique selling point (USP) can stand out. In addition, it suggested a structure that faces from inside to outside so that it can be differentiated from existing brands with “density care” that makes it solid from inside the skin and makes it shine outside the skin, rather than “skincare” that faces inside. Interbrand suggested a content planning direction to deliver consistent brand images at TV, digital, and offline contacts, and led action planning so that all agencies could deliver consistent messages and images. At this time, the focus was on experience and digital-oriented campaign planning that the customer base of premium skincare brands sympathized with and could lead to actual purchases, going one step further from brand exposure through ATL channels. Since the establishment of the IMC strategy, Donginbi has been solidifying its position as a premium skincare brand in Korea, with sales increasing more than six times steeply from 2018 to 2019.