본문 바로가기
bar_progress

Text Size

Close

Lepere, "We Find Your Brand's WHY First"

Lepere, "We Find Your Brand's WHY First" [Leo J emphasized trust in the product along with the brand growth story in the 'Ohio Afternoon' collaboration video]

On the 16th, a brand with an unfamiliar name ranked high in the Naver Shopping Live Purchase TOP10, recording 130,000 viewers. The protagonist is ‘OHIOHOO,’ a skincare brand by influencer Gobambi. This success cannot be attributed solely to the fandom effect of the famous beauty creator Leo J, who hosted the broadcast. Nowadays, savvy consumers, especially the MZ generation emerging as the main consumers, do not readily open their wallets unless the brand’s value is clear and they resonate with its essence.


Chae Eun-young, the director of OHIOHOO, cited deep communication between the creator and the brand through brand storytelling as a key reason for the positive outcome. The OHIOHOO brand derives from CEO Kim Go-woon’s belief in “cosmetics suitable for various skin concerns and types.” Creator Leo J continuously helped subscribers understand the brand and its ‘Apple Tok Tok Toner’ product through his SNS, gaining their empathy and expressing the brand’s essence in his own language, creating a synergy effect in communication.


Brands are focusing on marketing targeting the MZ generation, making influencer marketing and live commerce the trend. This is due to the MZ generation’s admiration for influencers and their culture of enjoying live broadcasts as content. However, many brand managers express difficulties. They try to reset concepts according to trends preferred by this generation and advertise using famous celebrities or influencers, but the results often fall short of expectations. Unsatisfactory outcomes are frequently criticized as budget waste.


Regarding this, a representative from ‘Lepere,’ which operates influencer marketing, pointed out, “It is because neither the brand nor the influencer, nor the stakeholders, formed genuine empathy or bonds before proceeding.” Often, companies send a clear guideline or outline to advertising partners, but without deep consideration and empathy for the brand and product, following it as if it were the absolute answer leads to such results.


He added, “The core of influencer marketing and live commerce is people, and intimate empathy is key,” and stated, “Lepere was the first in the industry to establish a Creator Relation (CR) service focusing on this.” The main purpose of this service is for creators to understand the brand’s essence and produce trustworthy, high-quality content through empathy.


Additionally, Lepere recently established a code of conduct called ‘How to Work with Brands’ based on the WHY worldview built into its organizational culture. This concretizes Lepere’s differentiated service mindset and consists of five points: △ directly see, hear, and use the brand to understand its essence △ realize that the brand and creator have a symbiotic relationship △ venture into uncharted paths △ courageously and honestly present the truths derived by us, among others.

Lepere, "We Find Your Brand's WHY First" [Creator 'Daisy' conveyed a message by connecting the brand philosophy in the 'The Jam' collaboration video with her own experience]

The achievements made through this are also noteworthy. For example, the professional innerwear brand ‘The Jam’ and beauty creator ‘Daisy’ collaborated based on a shared value of ‘women’s freedom and empowerment,’ resulting in the fastest and highest sales of the pre-top product within a week of posting brand content. Such results are considered difficult to achieve without empathy and trust between the brand and creator. Also, the collaboration between clean beauty brand ‘Real Lael’ and creator ‘Eva’ aligned with shared values of benefiting nature and society while pursuing comfort, and their project garnered 100,000 views within two days of video posting, attracting attention.


Lepere is also standing out in live commerce. The number of live broadcasts conducted with affiliated creators in the first half of 2021 increased by 1300% compared to the second half of last year, and related sales rose by 1848%.


Jang Yoo-jung, team leader of Lepere’s creator marketing team, said, “Since establishing how to work with brands, Lepere constantly questions why the brand and product were created, why influencer marketing is necessary, and why the particular creator is the best before proceeding with projects,” adding, “The core of influencer business is ultimately people?treating the brand as a person and devising ways to empathize and communicate the brand’s essence and value to creators and the world is Lepere’s unique competitive advantage.”


An advertising industry insider said, “In the past, partners or people who could create fun or creative ideas tailored to client needs were preferred, but now, more love calls are going to experts who can penetrate the brand’s essence and excel in detailed communication,” and added, “Especially as influencers have become central to marketing business, going forward, only marketing businesses that understand people-centered psychological values and can conduct brand communication with significant impact will survive in the competition.”


© The Asia Business Daily(www.asiae.co.kr). All rights reserved.

Special Coverage


Join us on social!

Top