Step 1. Campaign Planning Stage

• Set campaign objectives / budget

• Develop brand / product core messaging (USP)

• Define target influencer personas

This is the stage where you define what value you want to achieve through seeding. Depending on your brand's current situation and the purpose of your campaign, the specific execution approach will vary, so careful consideration is needed.

If you're launching a new product or entering a new market and need an awareness campaign, plan with the goal of hypothesis validation regarding the market and customers. At this stage, it's important to explain your planning intentions to target influencers and receive proposal acceptance and appropriate feedback.

Run campaigns to secure advertising creatives needed when executing ads on major marketing platforms like Reels and TikTok. In this case, it's important that the product's USP is properly communicated through appropriate influencers and the planning intentions are well reflected.

Conduct seeding with the goal of driving sales compared to competitors during peak seasons when purchases are concentrated. In this case, it's important to manage the schedule well so that content goes live just before the promotional season.

Examples of Major Promotional Seasons in Beauty

1. US Amazon <Prime Day> <Cyber Monday> <Black Friday>

2. Japan's Qoo10 <Megawari> <Megapo>

3. Korea's Olive Young <Olive Young Day>

You also need to set the total budget for the campaign. Unlike advertising, seeding involves various items such as 'product cost,' 'content fees,' 'labor costs,' and 'shipping costs,' making ROI calculations complex. We'll cover this in detail by category during the performance measurement process later.

Select the product and USP (Unique Selling Point) for the campaign. Usually, you'll proceed with either the brand's flagship product or a new product. USP is the most important message for purchase persuasion through content. There are various selection methods, but these approaches are commonly used:

"If you're someone who ~~, check out this product"

This is a good appeal point for products with differentiation that targets specific needs rather than products everyone uses. It's effective for products that can create curiosity and purchase desire when demonstrating before/after scenarios for specific problems. It's also a good strategy to try with early-stage products.

"The #1 ranked product ~~, shall we check it out right now?"

This strategy uses recognition from media or experts that people are aware of as an appeal point. It's useful for brands that have secured many social proofs such as certifications, awards, specific person endorsements, and numerous reviews, not just rankings.

"Last chance before price increase" "What the top 2% are already using ~~"

This appeal point uses emotions like fear and threat, also called FOMO (Fear of Missing Out), throwing messages and resolving them within the content. It's a useful strategy when providing discount information that shouldn't be missed during specific periods, or products targeting those who are wary of falling behind trends or times.

Define the seeding targets most suitable for the campaign objectives / products / USP organized above. If possible, it's better to select various personas and messages rather than applying the same hypothesis to all in one project.

For example, when handling 100 seeding cases, you can divide the campaign into 3 or more types with 30 cases each, separating influencer personas and composing outreach messages.

• Campaign Objective

  • Seeding campaign to improve awareness of new beverage product A

• Product and USP Selection

  • New product A

    1. Zero sugar / calorie / caffeine without burden

    2. Hip design can and packaging

    3. Recently exposed being consumed by famous celebrity on YouTube

• Target Influencer Personas

  • Women office workers in their 20s-30s → Use USP A, B

  • Hip marketers / planners / designers or communities → Use USP A, B

  • Main fandom demographic of the celebrity → Use USP A, C

• Outreach Message Opening Examples

  • "Great to drink when sparkling water isn't enough"

  • "Beverage A that's good to drink during overtime mode, may I send it to you?"

  • "Product A that became a topic because ~~ drank it, aren't you curious?"

• Campaign Objective

  • Seeding campaign to secure advertising creatives for furniture product B

• Product and USP Selection

  • Furniture product B

    1. Positive reviews like "Great cushioning" and "Cool even in summer" are frequently found

    2. Double size products have higher order volume than single size

• Target Influencer Personas

  • Couple or young married couple influencer accounts

  • Influencer accounts in professions with frequent overtime (lawyers, accountants, etc.)

    • Assumption that they have higher income compared to other professions and are likely to invest in sleep quality

• Outreach Message Opening Examples

  • "Sleep mattress that lets even couples with bad sleeping habits sleep soundly"

  • "If you can only sleep half the time anyway, at least take care of your mattress"