Cetaphil — Sensitive-skin campaign, Instagram ads and KakaoTalk CRM
Galderma Korea · Cetaphil · One team running campaigns, paid social and the KakaoTalk channel for a derma skincare brand
4.1x
14.6K→60.1K in 2 days
KakaoTalk channel friends
6.0x
March→May
Monthly Instagram engagement
8.7M
647K engagements
Meta ad impressions
₩42
7-month average
Cost per engagement
Overview
We ran Cetaphil’s 2023 digital marketing in Korea for Galderma. The goal was brand reach, engagement and an owned customer channel, not store sales. One team carried it from campaign planning to paid ads and KakaoTalk messaging.
Challenge
Cetaphil had few ways to reach customers directly outside its retail channels. Instagram engagement sat around 6K a month, and its KakaoTalk channel had only 14.6K friends to send news to.
Solution
We ran the “It’s okay to be sensitive” campaign with running, cycling and taekwondo creators plus an Olive Young review event, and tuned 88 Meta ad sets every month. A coffee-coupon event grew the KakaoTalk channel 4x in two days, then sale and live-shopping messages kept it active.
Strategy
Campaign message
Shorts and creator content showing sensitive skin in active, everyday life.
Ad optimization
Compared creatives monthly and reset the next month’s ads. A stop-motion ad hit ₩9.8 per engagement.
Grow the channel
A coffee-coupon event took friends from 14,560 to 60,136 in two days. 43,920 entries were checked for duplicates.
Keep them engaged
Sale and live-shopping messages reached a 4.61% CTR in August; 46,092 friends stayed three months on.
Execution
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