Bepanthol LipCare Products marketing campaign

Bepanthol YouTube, Naver Cafe and YouTube TrueView Advertisements

Bayer Korea’s lip care product Bepanthol ranked first in sales in the drugstore lip cream category in 2017, receiving trust and love from domestic users. prepared a campaign to target a younger audience based on the functionality and reliability of the product, and to upgrade it to a lip balm and lip cream product that can also be used for color makeup.

Digital marketing agency AvocadoGiant wanted to leverage the diverse channels frequented by its young target audience to simultaneously meet Bepanthol’s two goals.

Bepanthol SNS Marketing Strategy

Naver Cafe Powder Room Advertisement (Source: Powder Room)

The channel chosen by Avocado Giant was Powder Room, the largest beauty community in Korea.

Powder Room started out as a Naver Cafe and is now a beauty platform with various exposure channels including blogs, YouTube, Instagram, Facebook, and apps.

This is because it has the advantage of immediately reaching out to young women in their 15s and 30s who are very interested in beauty and use lip balm products the most.

Bepanthol x Powder Room Branded Video Content Production

Bepanthol x Powder Room Visual Film
(Source: Powder Room)

Bepanthol, made from natural ingredients and has a clean image. To highlight this, AvocadoGiant produced a visual film that highlights the moist and pure image of Bepanthol.

We created Powder Room branded content that matched the product tone by adding key information such as where to buy and efficacy.

The reason we chose to produce the video with Powder Room, even though we could have used Avocado Giant’s internal video content team, was because the primary target was Powder Room users.

We decided that promoting it in the powder room with the content style of the powder room would produce the best results.

Bepanthol x Powder Room SNS Marketing

Bepanthol branded content emphasizing product efficacy
(Source: Powder Room)

Bepanthol branded content emphasizing product efficacy
(Source: Powder Room)

AvocadoGiant strategically displayed this video, which effectively showcases Bepanthol’s identity and image, across all channels of its beauty platform Powder Room to increase brand awareness among a wider range of young targets.

We posted the video on all of Powder Room’s channels, including Naver Cafe, blog, YouTube, Facebook, Instagram, and apps. Rather than simply targeting Powder Room members, we re-edited the ads to use them as YouTube TrueView ads and bumper ads, exposing them to people who are not Powder Room members or subscribers, further increasing the effectiveness of the campaign.