Korea Glow: Content-led marketing to engage Korean lovers

Unilever used its audience's love of watching videos on their mobiles to create a YouTube web series to launch its skin cleansing brand Korea Glow in Indonesia.

Campaign details

Brand: Unilever / Korea GlowLead agency: Mindshare IndonesiaCountry: Indonesia

Strategy

Objective

Corresponding to the rapid rise of Korean trends in Indonesia, ranging from music, TV drama, and cosmetics/beauty products, Unilever is keen to enter the Korean beauty market through the addition of 'Korea Glow' in the skin cleansing space with a strong Korean Beauty proposition.

The rise of Korean content delivered across the world, makes it accessible for the consumption of Indonesian audience. Korean Drama in particular has overtaken other foreign drama searches since 2009 and peaked in 2013.

This trend highlights the...

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