Shark Flexstyle hairstyler digital marketing

Shark Flexstyle
Naver brand Search,
SNS Viral Marketing

Hairstyler Shark Flexstyle
(Source: Shark Ninja official website)

SharkNinja is an American home appliance company that produces vacuum cleaners and blenders.

In particular, the hair styler Shark Flexstyle, which was introduced in September of last year, has emerged as a rival to Dyson Airwrap, posting sales of 130 billion won in a short period of time after launch due to its excellent features and reasonable price. Thanks to its popularity, it began official sales in Korea through GS Shop in June 2023.

Upon launching, the partner chosen by Shark Flexstyle to conduct online marketing to increase domestic awareness was Avocado Giant, a digital marketing company.

Shark Flexstyle new product launch marketing strategy

Launch marketing, which is carried out immediately after the launch of a new product, is the first gateway to determining the success or failure of the product, so strategy is more important than anything else.

In the case of Shark Flexstyle, since it was an unfamiliar brand in Korea, awareness needed to be raised, and brand favorability had to be increased through trustworthy reviews from people who had used it first.

The method chosen by Avocado Giant was highly credible information provided directly by the brand and highly reliable review content through beauty influencer marketing.

Shark Flexstyle launch marketing

Naver Brand Search

When learning about an unfamiliar product, most people do not purchase it right away but try to check the product information through search first. Currently, we need to make it easy to find reliable information at once.

Shark Ninja brand search advertising marketing

To this end, Avocado Giant directly introduced the types, benefits, and promotions of Shark Flexstyle through Naver brand search advertising, which accounts for more than 55% of the domestic portal site market share.

In addition, information was exposed to other areas such as Naver blogs, cafes, and intellectuals, attracting people’s interest in various ways.

Shark Flexstyle launch marketing

Instagram influencer Marketing

We decided that the next step would be to review content marketing, which has the highest impact on potential customers’ purchasing decisions. To target the main target audience for beauty products, we selected popular Instagram accounts that are followed a lot by women, especially among the MZ generation.

Everything about beauty Instagram account Unnie, her tips
(Source: @un_ni_tip)

Everything about beauty Instagram account Unnie, her tips
(Source: @unnies_all)

We produced and distributed content containing hairstyle tips and home shopping broadcast information on the All About Sister and Sister’s Tips channel, which has followers who are serious about beauty.
Thanks to this, not only did we stimulate curiosity about the product, but we were also able to inform the broadcast schedule effectively. This received a positive response, with a total of 230 likes and 46 comments.

Popular beauty page Instagram review content marketing
(Source: @soryong_lee)

Popular beauty page Instagram review content marketing
(Source: @sqsq8618)

We also collaborated with beauty Instagram macro and micro influencers to upload product review content.

Before the home shopping broadcast, we emphasized the product power of Shark Flexstyle with content encouraging viewers to watch the home shopping broadcast, and immediately after the broadcast, we provided vivid reviews written after directly using the product.

MZ Target Instagram Influencer Marketing

(Source: @zzunme)

MZ Target Instagram Influencer Marketing

(Source: @jmuse.kr)

As a result, about 100 Instagram content received a warm response, with 140,000 likes and 25,000 comments.

Digital marketing for new product launches tailored to the customer purchasing journey, from brand awareness to increased product favorability. How about looking at the success formulas of Shark Flexstyle and Avocado Giant?