Social Media Maintenance
innisfree is a Korean cosmetics brand popular with young women in Hong Kong. The project aims to maintain the brand image and create content to communicate with the audience.
Service
Social Media Maintenance
Client
innisfree
Year
2017
innisfree primarily uses Facebook and Instagram as social platforms. It is targeted at young women aged 15-25 who love Korean cosmetics and fashion trends.
Therefore, in terms of art direction, I had to maintain the look and feel of Korean through the use of fonts, colour tones, and content styles. In addition, the brand image emphasizes environmental protection. Regular promotional activities and recycling activities are carried out.
Global Materials
Local Materials
It launches several products every month with global materials to sync with other countries, such as key visuals, product photos or short videos. I had to balance global material and create some local content to enhance the social platform.
For the content pillar, in addition to event content, it also includes product posts, brand posts, promotional posts, and holiday posts.
Product Posts
It is intended to introduce the function or type of product, such as showcasing the color shades of lipsticks or listing the product properties of a serum. It also helps to evoke memories of hot items for the audience.
Promotional Posts
There are loads of promotional posts every month. Making it interesting and compelling became the biggest challenge.
Another challenge is drawing viewers to the store. Therefore, some promotional posts provide information about additional services in the store, such as customers can choose self-service shopping or clerk service.
Branding Posts
As an eco-conscious beauty brand, innisfree regularly offers green initiatives such as bottle recycling or a packaging-free rewards scheme. To enhance the image, storytelling videos and interactive posts, such as games or quizzes, are required.
Festival Posts
Christmas, New Year, Valentine's Day... etc., are the hot periods of the cosmetics industry. Most of the time, there are celebrations and related promotions.
Taking Christmas as an example, there is a themed countdown, greeting and product introduction on different platforms every year.
To differentiate it from Facebook, photos on Instagram focus more on mood and style and less on information and text. It aims to create a style of life.
