BRANDI

The South Korean ecommerce platform partnered with public figures in fashion to run a campaign that featured branded content ads, ultimately achieving a 11.8% higher return on ad spend.

THE STORY
Fashion favorite

Brandi is a well-known fashion ecommerce app for women in South Korea, especially among millennials and Gen Z. A unique feature of the company is that it allows bloggers and fashion icons to curate their own stores to feature their own favorite and recommended brands.

12%

higher return on ad spend (compared to ads run on brand’s account)

11%

lower cost per purchase (compared to ads run on brand’s account)

8%

lower cost per landing page view (compared to ads run on brand’s account)

Influencers are a great source of knowledge for fashionistas in South Korea. For that reason, Brandi decided to partner with them to leverage their expertise in promoting our products and deliver stronger content. Branded content ads are an effective way to combine ecommerce and the power of influencers in a measurable and transparent way that achieves results.
SEUNGYUB YANG, MARKETING TEAM LEAD, BRANDI
THE GOAL
Finding fashionistas

Brandi wanted to reach a wider audience, drive more brand interest and consideration. In addition, the brand wanted to find a way to make its creator campaigns more engaging.

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THE SOLUTION
Turning to partnerships

Brandi ran a campaign using branded content ads on Instagram to reach young fashionistas in South Korea. The brand partnered with selected fashion icons, who posted Instagram content that directly promoted Brandi’s products. Their posts were clearly marked as “paid partnership with Brandi,” and when their followers clicked on the posts, they would be directed to Brandi’s app or website.

The Instagram campaign was broadly targeted to women aged 18–34 in South Korea. To reach more people similar to Brandi’s loyal customers, Brandi also created a lookalike audience based on the brand’s top app users.

The branded content ad campaign helped Brandi identify a new approach to creator marketing and achieved the following results over 13 days in September 2019:

  • 12% higher return on ad spend (compared to ads run on brand’s account)

  • 11% lower cost per purchase (compared to ads run on brand’s account)

  • 8% lower cost per landing page view (compared to ads run on brand’s account)