This document discusses new media advertising strategies for a Korean cosmetics brand. It analyzes the brand's social media performance in 2013, finding that celebrity recommendations and promotional events attracted more attention than general news posts. Competitor analysis shows one brand has more social media "Likes" and engagement through varied interactive events. A SWOT analysis identifies the brand's positive perception but low awareness compared to competitors. The proposal recommends using owned and earned media more, differentiating the brand's natural philosophy through participatory events, and improving communication to build engagement.

1. new media advertising
1216707 Kwon Ji hyun

2. CONTENTS

5. ...

6. Diverse and large scale of events(reviews, games…)

7. Simple communication

8. Simple communication
2013
2013
~742
~136

9. news
d

10. news
2013
2013
d
~286
43~

11. recommendation
d

12. recommendation
2013
2013
160~
~332
Fans are responsive to
celebrities’ recommendation
of brand’s product.
People know ‘ok ju hyun’
very well, so they feel
friendly about her
recommendation.
Her recommendation is
related to brand’s specific
product, so this relation
leads to consumer’s reaction
and also affects to product’s
sales
This kind of posts is
not related with
brand’s images.
So fans are
wondering why
these posts are
came up.
That is, posts not
related to brand
images cannot
attract fans’
attention.
d

13. promotion
d

14. promotion
2013
2013
~3196
d
This post is top-ranking
which attracts a large
number of fan’s attention.
People pay attention to
this tag event.
They tags their friends to
receive this lucky box.
This kind of promotion
makes people participate
and be happy.
81~
It is difficult to call
attention to offline promotion
which location is
limited to specific
space. It cannot
increase fans’
participation.

15. Competitors – naturalism cosmetic brand
d

16. Competitors – naturalism cosmetic brand
d

17. Competitors – naturalism cosmetic brand
Number of ‘Likes’
(In October 9, 2013)
Number of
‘people talking’
(In October 9, 2013)
d

18. Competitors – naturalism cosmetic brand
d
Primera provides various event with fanpage. Events are
including participation, experience, creation. For example,
people enjoyed experiencing event which includes funny
video.

19. Compared with Competitors
d

20. SWOT Analysis
• People has positive feeling with
brand.
• Has strong assistant because of
parent company(LG health care)
• Low awareness compared with
other brands
• They invests little money to
paid media.(brand philosophy)
S W
O T
d
• Appearance of naturalism brand
• Saturation market of cosmetic
brand
So,
Advertisement using owned media, earned media is important.
Also differentiating own brand compared with other brands. Then events
have to include brand’s philosophy.
People likes participation so we need communication with them.

21. Proposal
d

22. Proposal-social media content
d

23. Proposal
d

24. Proposal-social media content
d

25. Proposal-social media content
d

26. Thank you