Build organic brand awareness and drive top-of-funnel visibility for a Korean skincare brand targeting Gen Z consumers on TikTok and Instagram.
We built a platform-native content strategy centered on glass skin routines — one of the strongest aspirational beauty trends among Gen Z in the US. Hook-first short-form content was designed to tap into existing TikTok beauty communities rather than interrupt them. Every asset led with an outcome (the skin result) before introducing the brand.
We sourced and activated 12 US-based Korean-American creators across beauty, lifestyle, and wellness niches. Creators were briefed to speak authentically from personal experience rather than as paid promoters. Content seeded organically in week one, with top-performing assets identified for paid whitelisting in week two.
Organic creator seeding drove initial reach in weeks one and two. In weeks three through six, winning creative assets were amplified through paid TikTok and Instagram campaigns using creator whitelisting. A coordinated influencer collaboration post dropped at campaign midpoint to drive a visibility spike.
Visibility architecture established across TikTok and Instagram beauty communities. Organic creator content generated initial cultural traction before paid spend activated — lowering effective CPMs on amplified assets. The brand entered the US market with an authentic creator presence and a library of platform-native content.