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| www.baidu.com |
Innisfree is a
natural brand, from South Korea, that shares the benefits of nature from the
pristine island of Jeju allowing for vibrant beauty and pursues an eco-friendly
green life to preserve the balance of nature. This brand not only produces its
cosmetics with natural ingredient from Jeju Island, but also advocates a green
life. Since 2010, innisfree launch an eco-handkerchief campaign, using a
handkerchief instead of tissues, in order to protect green forest and reduce
global warming.
In April, 2012,
innisfree accessed to Chinese market. Since then, this brand begins to talk to
Chinese customers with groundswell about its green life conception. To begin
with, it has an official microblog account, the most popular social technology in
China now (I’ve made a brief introduction of microblog in my first original
blog), to talk to its target customers and interact with them—introducing new
products, covering news about innisfree, disseminating knowledge about
protecting environment or introducing beautiful scenery of Jeju Island.
Secondly,
innisfree has a home page in Youku (the most popular video website in China
that permit users to upload video, just like Youtube in the U.S.A). In
innisfree’s home page, there are many video, such as advertisements, the
introduction of products of some famous beauticians, or video shared by
customers about what they think about the products they used. What’s more, some
microbloggers will leave questions for these cosmetic specialists about recommendations
of choosing appropriate products of this brand. To some extent, positive attitudes
of authorities toward products are more persuasive than companies speak highly
of their own products by themselves.Another way of innisfree talking with groundswell is micro movie. However, this is not a common micro movie that looks like an advertisement to show how great their products are. This is an interactive micro movie. In order to catch their customers’ mind—most of them aged between 18 and 35, especially for girls, so they invite Korean pop start Lee Minho to endorse innisfree in Chinese market, Korea market is Lim Yoona. The name of this micro movie is "First Love". In the movie, you can upload your photo, your name and picture to become Lee Minho’s first love, then your pictures will show inside the frame, which can make your unique movie. What’s more, in the movie, its celebrity endorsement plays a role as the CEO of innsfree in the movie and show audiences around the beautiful scenery of Jeju Island, especially Jeju organic green tea field which belongs to innisfree. I will embed this micro movie below (The English subtitle is on the top of the screen.)
However, innisfree
not only talk with groundswell, but also let its customers to be engaged in the
green life through groundswell. In July, 2011, innisfree randomly select some followers
in its microblog to take part in an activity “My Green Tea Tour”—visiting Jeju
Island, main source of ingredient of innisfree, especially organic green tea
filed and a meeting with Lee Minho who endorse this brand in Chinese market.
During this tour, these customers can truly understand and pay more trust in
this brand. Generally speaking, the majority of people will think that what you
see is more reliable than what you hear. What’s more, these lucky customers
will post some pictures, video or words about this tour in microblog or other
social technologies, which can largely deliver messages to its market.
According to the marketing funnel, “Once people are aware of your product, a
new dynamic kicks in: people learning from each other. (Page 102)” Consequently,
this is an effective way to deliver your messages and in another words, to
deliver your trust. In addition, innisfree will also post some information
about green life style in its social technologies, such as relaxed light music,
beautiful sentences or some tips for healthy life. Obviously, every brand has
its core conception, innisfree is green life. So you should let your target
audience to believe in your conception and be part of it.
Nowadays, social media help companies a lot talk with their target audiences. There is no doubt that executives can deliver their messages to the market through groundswell. However, more and more company will use this method and in a certain stage, after awaring products, people will be more likely to hear from each other. So finding your most enthusiastic customers and provide a chance for them to experience produce process, from ingredient to end product. More importantly, the messages a brand delivers cannot just contain information only focus on products themselves, but instilling corn conception of a brand into customers’ mind. And “use the groundswell to supercharge the power of their word of mouth. (Page 68)”. Innisfree done a good job on letting its customers identify themselves as part of green life.
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