Role: Account Lead and Integrated Marketing Strategist

Agency: Hakuhodo

Market: innisfree Taiwan

Year: 2014 and 2015

As the Account Lead and Integrated Marketing Strategist of the Innisfree account at Hakuhodo, I spearheaded all PR, social media, and event activities for Innisfree's successful launch and growth in the Taiwan market, collaborating closely with both the Korea HQ and Innisfree Taiwan teams. My responsibilities spanned the full spectrum of integrated marketing, from strategic planning and execution to client management and budget oversight.

• Account Management: Led client relationships, negotiated vendor contracts, and managed account P&L.

• Public Relations: Developed media angles and key messaging, crafted press releases, monitored media coverage, conducted daily analysis, and managed crisis communications. Cultivated strong relationships with key beauty, business, and Korean entertainment journalists across print, online, and broadcast media.

• Social Media: Developed and implemented social media content strategies, led creative ideation (copywriting, tone of voice), oversaw community management, and established reporting frameworks. Managed a two-person social media team.

• Events: Designed and executed a range of events, from concept to on-site management, including venue selection and negotiation (e.g., Mandarin Oriental, Humble House, Le Méridien Taipei, W Taipei, Grand Hyatt), vendor negotiation (sound/lighting, design studios), and scriptwriting (rundowns, emcee scripts).

• Key Projects: Successfully launched Innisfree in Taiwan through impactful campaigns, including:

• Market entry announcement and media gathering

• First store and flagship store openings (with media gatherings)

• Brand Ambassador and consumer events (innisfree festa)

• Christmas media gathering

• Monthly product press releases

• Ongoing social media strategy, content creation, and performance(paid, organic) analysation.

Key Achievements:

• Market Expansion: Led Innisfree's successful market entry, driving $36K in opening day sales through a robust omnichannel strategy.

• Social Media Growth: Increased Facebook followers by 233% (30K to 100K) in six months and acquired 2 million LINE followers in three days through strategic content and paid media campaigns.

• National Media Coverage: Orchestrated Lee Min Ho's Taiwan visit, resulting in widespread national news coverage across all media platforms (print, online, and broadcast). This involved close collaboration with Seoul HQ and various stakeholders, including Le Méridien Taipei, celebrity security, and a 100+ person security team

Behind the scene:

• Skincare passion: Working with Innisfree sparked a deep passion for skincare and a desire to understand the science behind it. My personal experience with sensitive skin fueled this curiosity, leading me to meticulously study product ingredients and their effects. I gained a comprehensive understanding of skincare routines, from the benefits of specific ingredients like seaweed vitamin A to the importance of layering products for maximum efficacy. This newfound expertise made me a go-to resource for friends seeking skincare advice. My experience with innisfree ignited a passion for skincare that led me to explore other Amorepacific brands(in particular, I read the whole Amorepacific brands’ site, understanding other brands’ USP, and the consumer segmentation it aims for) and even visited the home of innisfree, Jeju Island in 2018, together with Seoul and Busan to see first hands K-beauty trends and immerse into Korean lifestyle.

• Managing celebrity large-scale event: Orchestrating Lee Min Ho's visit to Taiwan for Innisfree was an unforgettable experience. Given the immense popularity of "The Heirs," this was one of the biggest celebrity events of the year. The whirlwind of activity, from coordinating with security team (who became trusted contacts) to managing a flood of media requests upon my return from an airport inspection, was truly remarkable. This high-profile event provided invaluable experience in managing large-scale events and navigating the complexities of celebrity public relations.