{"id":1635,"date":"2022-10-20T02:38:44","date_gmt":"2022-10-19T18:38:44","guid":{"rendered":"https:\/\/digitspark.co\/blog\/relation-between-brand-and-customer\/"},"modified":"2025-12-16T20:05:20","modified_gmt":"2025-12-16T12:05:20","slug":"relation-between-brand-and-customer","status":"publish","type":"blog","link":"https:\/\/digitspark.co\/en\/blog\/relation-between-brand-and-customer\/","title":{"rendered":"A renowned South Korean and Taiwanese furniture brand: Building brand quality determines the level of dialogue with consumers."},"content":{"rendered":"

Brand Story<\/span><\/h2>\n

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.<\/p>\n

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Customer needs<\/span><\/h2>\n

Demand 1: Establish brand position and build brand loyalty<\/span><\/h3>\n

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\u00a0<\/span>consumers to follow the brand’s social media updates simply to find cheap furniture<\/span><\/strong>\u00a0.<\/span><\/p>\n

The client wanted to shed\u00a0<\/span>the image of price-cutting competition and establish a proper brand position<\/span><\/strong>\u00a0. 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.”<\/span><\/p>\n

Requirement 2: Differentiate the community positioning of the client’s brand and the new sub-brand.<\/span><\/h3>\n

The client also has another sub-brand that focuses on office furniture. They hope to leverage customer acquisition data marketing to help consumers\u00a0<\/span>clearly differentiate between the two brands, allowing them to target the home and office markets respectively<\/span><\/strong>\u00a0.<\/span><\/p>\n

Customer acquisition data marketing solution<\/span><\/h2>\n

Regarding the first requirement, “Establish brand position and build brand loyalty”,<\/span><\/h3>\n

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.<\/p><\/blockquote>\n

    \n
  • By cultivating brand stories<\/span><\/span><\/strong>\u00a0and sharing the ideas and insights designers gain from creating furniture, we can enhance the added value of products in the minds of consumers.<\/span><\/span><\/li>\n
  • 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.<\/span><\/span><\/li>\n
  • 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.”<\/span><\/span><\/li>\n
  • IBA\u00a0<\/span><\/span>analyzes the effectiveness of posts monthly to plan the next wave<\/span><\/span><\/strong>\u00a0of community engagement topics and visual presentations; continuously bringing new surprises and fun to maintain audience engagement.<\/span><\/span><\/li>\n<\/ul>\n

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    Regarding the second requirement, “differentiating market positioning within the community,”<\/span><\/h3>\n

    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”.<\/p><\/blockquote>\n

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    • The visual design of the social media posts\u00a0<\/span><\/span>adopts a minimalist, clean-cut black and white style<\/span><\/span><\/strong>\u00a0, 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.<\/span><\/span><\/li>\n
    • Instagram posts and stories use\u00a0<\/span><\/span>“the truths of working professionals”<\/span><\/span><\/strong>\u00a0to generate buzz, and incorporate games like bingo\u00a0<\/span><\/span>to encourage follower interaction<\/span><\/span><\/strong>\u00a0. This keeps followers who watch Instagram stories daily engaged, and the posts and stories feature frequent interactions with followers.<\/span><\/span><\/li>\n
    • Similarly,\u00a0<\/span><\/span>performance tracking<\/span><\/span><\/strong>\u00a0is 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.<\/span><\/span><\/li>\n<\/ul>\n

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      Initial results<\/span><\/h2>\n

      During the initial collaboration, IBA aggressively implemented community postings and advertising campaigns to maximize exposure and increase reach.<\/p>\n

      Facebook performance in April 2021:<\/span><\/h3>\n
        \n
      • The cumulative\u00a0<\/span><\/span>number of fans grew to twice the contractual target<\/span><\/span><\/strong>\u00a0, and the number of people interacting with the posts increased by 1 times compared to before the collaboration.<\/span><\/span><\/li>\n
      • Fan page exposure increased significantly: According to statistics,\u00a0<\/span><\/span>the number of original reach users increased by 55.5%<\/span><\/span><\/strong>\u00a0, and the total exposure increased by 223%.<\/span><\/span><\/li>\n<\/ul>\n

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        Instagram performance in April 2021:<\/span><\/h3>\n
          \n
        • The cumulative monthly exposure exceeded 400,000, reaching over 60,000 unique users<\/span><\/span><\/strong>\u00a0. This means that each user viewed the official Instagram content an average of 6.38 times.<\/span><\/span><\/li>\n
        • April marked the relaunch of the official Instagram account, a period of\u00a0<\/span><\/span>content testing<\/span><\/span><\/strong>\u00a0. IBA experimented with different creative formats, selecting the most relatable topics from nearly 70 posts that fans had “favorited” for future development.<\/span><\/span><\/li>\n<\/ul>\n

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          Continued cooperation results<\/span><\/h2>\n

          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.\u00a0<\/span>The goal was to increase native exposure and consumer reach through traffic management, while reducing advertising budgets<\/span><\/strong>\u00a0.<\/span><\/p>\n

          Facebook performance in June 2021:<\/span><\/h3>\n
            \n
          • The content posted in June was analyzed and adjusted to attract more new followers. The number of followers in June grew to\u00a0<\/span><\/span>143% of the contractual target, interactions increased by 69.3%, and native exposure increased by 63.37%<\/span><\/span><\/strong>\u00a0.<\/span><\/span><\/li>\n<\/ul>\n

            <\/h3>\n

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            Instagram performance in June 2021:<\/span><\/h3>\n
              \n
            • The content posted in June was analyzed and adjusted to attract more new followers. The number of followers in a single month grew to\u00a0<\/span><\/span>147% of the contractual target<\/span><\/span><\/strong>\u00a0.<\/span><\/span><\/li>\n
            • The interaction effect grew, with 161 fans “favoriting” the post in a single month; the\u00a0<\/span><\/span>most popular post was favorited 85 times<\/span><\/span><\/strong>\u00a0.<\/span><\/span><\/li>\n<\/ul>\n

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              Customer Insights<\/span><\/h2>\n

              The quality of a brand’s image will determine how it interacts with consumers<\/span><\/strong>\u00a0. 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.<\/span><\/p>\n

              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.<\/p><\/blockquote>\n","protected":false},"featured_media":1636,"template":"","blog_category":[54],"class_list":["post-1635","blog","type-blog","status-publish","has-post-thumbnail","hentry","blog_category-customer-success"],"acf":[],"_links":{"self":[{"href":"https:\/\/digitspark.co\/en\/wp-json\/wp\/v2\/blog\/1635","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/digitspark.co\/en\/wp-json\/wp\/v2\/blog"}],"about":[{"href":"https:\/\/digitspark.co\/en\/wp-json\/wp\/v2\/types\/blog"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/digitspark.co\/en\/wp-json\/wp\/v2\/media\/1636"}],"wp:attachment":[{"href":"https:\/\/digitspark.co\/en\/wp-json\/wp\/v2\/media?parent=1635"}],"wp:term":[{"taxonomy":"blog_category","embeddable":true,"href":"https:\/\/digitspark.co\/en\/wp-json\/wp\/v2\/blog_category?post=1635"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}