A renowned South Korean and Taiwanese furniture brand: Building brand quality determines the level of dialogue with consumers.

Brand Story

The client is a well-known Korean furniture brand that brings professional lifestyle aesthetics to home and work spaces. The multifunctionality and diverse design of their products have won high praise from consumers; they have also received Green Guard certification, a world-class environmental certification system, recognizing them as eco-friendly products. They continuously reflect and research in order to create truly authentic and high-quality furniture.

Customer needs

Demand 1: Establish brand position and build brand loyalty

In the past, our clients’ brands primarily managed their social media presence by pushing out special offers on Facebook and Instagram to reach a wider audience. This approach was effective in attracting viewers and increasing brand awareness during the brand’s incubation period. However, this strategy also risked weakening brand value, leading consumers to follow the brand’s social media updates simply to find cheap furniture .

The client wanted to shed the image of price-cutting competition and establish a proper brand position . They wanted consumers to rediscover the brand’s commitment to design, production, and material selection, and the reasons behind it, through social media; and for consumers to shift from “following us for discount information” to “following us because they appreciate and trust our designs, and then making purchases.”

Requirement 2: Differentiate the community positioning of the client’s brand and the new sub-brand.

The client also has another sub-brand that focuses on office furniture. They hope to leverage customer acquisition data marketing to help consumers clearly differentiate between the two brands, allowing them to target the home and office markets respectively .

Customer acquisition data marketing solution

Regarding the first requirement, “Establish brand position and build brand loyalty”,

Community management strategy: Improve the quality of copywriting and diversify creative perspectives; move away from frequent promotional messages and subtly convey brand philosophy to build and deepen consumers’ awareness and trust in the brand.

• By cultivating brand stories and sharing the ideas and insights designers gain from creating furniture, we can enhance the added value of products in the minds of consumers.
• Social media marketing is segmented: targeting the family market, with many Facebook followers being parents; therefore, Facebook social media marketing conveys the impressions of “accompanying children’s growth and learning,” “quality home life,” and “comfortable shared space for all ages” to the audience.
• Instagram users primarily target office workers, whose daily posts focus on the mundane joys of life for those on a budget; they incorporate home office products into their posts to convey the message that “good furniture brings small moments of happiness to the workplace.”
• IBA analyzes the effectiveness of posts monthly to plan the next wave of community engagement topics and visual presentations; continuously bringing new surprises and fun to maintain audience engagement.

Regarding the second requirement, “differentiating market positioning within the community,”

The newly established office furniture sub-brand offers a product line including desks and storage cabinets, characterized by a minimalist style that emphasizes practicality and mobility. It also targets two customer groups with social media marketing: “companies that need to update/build practical and stylish workspaces” and “remote/individual workers who plan to work from home”.

• The visual design of the social media posts adopts a minimalist, clean-cut black and white style , approaching the topic from a design professional perspective and tone, and explaining the product characteristics and value with a craftsman’s spirit. Visually, this differs from the warm colors and cozy cuteness of the parent brand’s “family and home” image, deepening the reader’s impression of the two brand images.
• Instagram posts and stories use “the truths of working professionals” to generate buzz, and incorporate games like bingo to encourage follower interaction . This keeps followers who watch Instagram stories daily engaged, and the posts and stories feature frequent interactions with followers.
• Similarly, performance tracking is conducted , and monthly performance analysis is used to determine the next stage of advertising efforts, content types (copywriting, interactive mini-games, videos, etc.), and visual design themes.

Initial results

During the initial collaboration, IBA aggressively implemented community postings and advertising campaigns to maximize exposure and increase reach.

Facebook performance in April 2021:

• The cumulative number of fans grew to twice the contractual target , and the number of people interacting with the posts increased by 1 times compared to before the collaboration.
• Fan page exposure increased significantly: According to statistics, the number of original reach users increased by 55.5% , and the total exposure increased by 223%.

Instagram performance in April 2021:

• The cumulative monthly exposure exceeded 400,000, reaching over 60,000 unique users . This means that each user viewed the official Instagram content an average of 6.38 times.
• April marked the relaunch of the official Instagram account, a period of content testing . IBA experimented with different creative formats, selecting the most relatable topics from nearly 70 posts that fans had “favorited” for future development.

Continued cooperation results

During the ongoing collaboration, in addition to social media posts and interactions, live streaming was also incorporated as a fan engagement strategy; this aimed to achieve deeper communication with fans and solidify brand loyalty. The goal was to increase native exposure and consumer reach through traffic management, while reducing advertising budgets .

Facebook performance in June 2021:

• The content posted in June was analyzed and adjusted to attract more new followers. The number of followers in June grew to 143% of the contractual target, interactions increased by 69.3%, and native exposure increased by 63.37% .

Instagram performance in June 2021:

• The content posted in June was analyzed and adjusted to attract more new followers. The number of followers in a single month grew to 147% of the contractual target .
• The interaction effect grew, with 161 fans “favoriting” the post in a single month; the most popular post was favorited 85 times .

Customer Insights

The quality of a brand’s image will determine how it interacts with consumers . While low-price wars may quickly generate sales figures through social media or brand websites, only by cultivating brand value and diversifying operations in a way that embodies brand spirit and market trends can a brand effectively establish its weight and cultivate loyal customers who identify with it.

Digit Spark, part of the Zhenhao Internet Media Group, integrates its six sub-brands offering data application services to provide enterprises with comprehensive and precise optimization services across five key areas: “Industry Customer Targeting,” “Performance Optimization Strategies,” “Digital Tool Integration,” “Online Voice Cultivation,” and “Brand Value Promotion.” It drives brand success through data technology.