A new Korean perfume brand faced significant challenges. Still finalizing its brand identity, it struggled to find its voice and appeal to customers in Korea's intensely competitive market. The CEO aimed to position it as a luxury, high-end brand, using phrases like "French artisan" and evoking "Mediterranean beaches, hills, and villas." However, the brand lacked strong and authentic associations with these concepts. Consequently, the resulting images, while pretty, failed to resonate with potential customers, and sales remained stagnant.
Unexpectedly, an unsolicited YouTube Shorts video became a viral hit, driving a sudden surge in sales. The brand's room spray was featured by a female content creator known for her intense, CrossFit-style workouts, who enthusiastically praised its scent. Our team's analysis of performance marketing data revealed a key insight: the appeal of a confident woman embracing highly intensive and competitive sports strongly resonated with the local market. Furthermore, the Shorts video effectively demonstrated the room spray's utility for sports gear, specifically before or after strenuous workouts, which customers found highly appealing. Leveraging this data-driven hypothesis, the team developed and validated the new identity for the brand.
Our team continued to push boundaries. We expanded our experimentation, using iterative A/B testing on digital advertising platforms to explore diverse models, backgrounds, settings, and themes. Our proprietary Generative AI technology and IPs accelerated these tests, enabling us to integrate live customer feedback quickly. Client executives also recognized the value of our scientific, data-driven creative strategy and fully onboarded.
We discovered that customers responded even more positively to couples working out together. Critically, we observed that audiences still preferred the female model to take the lead, clearly expressing her opinions, preferences, and frustrations related to intense workouts. We validated this powerful combination with further AI-generated creatives tested on digital advertising platforms.
Leveraging this proven concept, we facilitated a PPL campaign with the YouTube celebrity who initially brought the brand to prominence. She appreciated our validated insights for her shoot, which allowed her husband to join her in the video. This PPL campaign became a massive success for both the brand and the creator.
