이 프로젝트는 아모레퍼시픽 크리에이티브 센터의 선행디자인 프로그램인 Creative Partners 를 통해 제안한 아이디어에서 시작되었습니다.
Instagram Content Ideas for ILLIYOON
일리윤 인스타 컨텐츠 제안
AMOREPACIFICMay 12, 2023
Intro
With its good ingredients, excellent product quality, and a loyal customer base proven by high repurchase rates, ILLIYOON is a leading brand for gentle, sensitive skincare.
For a brand like ILLIYOON, we believed that a strategy of consistently building trust over time was more important than short-term, high-impact messaging.
We therefore proposed new content designed specifically for Instagram, the channel where ILLIYOON is most actively engaged with its community.
Strategy
ILLIYOON’s main target audience recently shifted from the traditional ‘mom & baby’ demographic to the Millennial/Gen Z generation (specifically ages 25-29). During this transition, we identified a content gap on their Instagram channel.
Currently, ILLIYOON’s Instagram content is organized into three main categories: Informational Content: This includes the ‘<Sogae-haeyoon>’ (Introducing ILLIYOON) series for in-depth product features, as well as announcements for special events and sales promotions. Community Engagement: Content designed to foster communication and participation from the MZ generation, such as posts related to the ‘<Yooncabang>’ fan community, MBTI, and ‘God-tier’ life planners. Entertainment Content: Visually-driven content, including the ‘<Golden Hands Artist>’ collaboration series and the ‘<Yoon Mommy Toon>’ webtoon, which presents product information in an entertaining format.
<Source: ILLIYOON Official Instagram>
Among the brand’s content, ‘<Yoon Mommy Toon>’ was a webtoon series that told product stories in a friendly way. It featured a main character who was both a mother and an ILLIYOON researcher, and it was created for the brand’s traditional ‘mom & baby’ audience. However, ILLIYOON recently shifted its primary target to the 25-29 age demographic, focusing on content for the MZ generation. As a result, ‘<Yoon Mommy Toon>’ has not been updated since February of last year.
The ‘<Sogae-haeyoon>’ series is highly focused on delivering detailed product information, while the other community-focused content often contains entertainment elements not directly related to the products. This revealed a content gap: there was no content that was both highly engaging and centered on a product story.
To fill this gap, we proposed creating a new type of content that would blend entertainment with product information in an approachable format. Specifically, to align with the new target audience and the trend towards short-form video on platforms like TikTok and YouTube Shorts, we proposed a series of animated videos. These animations would feature a friendly new character introducing the core benefits of ILLIYOON’s products.
After several meetings with the team in charge to ensure our strategy aligned with the brand’s objectives, we agreed to create content for the new ‘Ceramide Derma 6.0 Cleansing Water Foam,’ which was launching in May. The campaign was scheduled to run in June, coinciding with the product’s debut at Olive Young and a period of focused marketing.
Ceramide Derma 6.0 Cleansing Water Foam
Launch |
Mid-May, with the main promotional push in June (coinciding with its launch on Olive Young’s online mall).
Key Points |
No double-cleansing needed—powerful enough in one step.
Quick foaming in 3 seconds reduces skin irritation.
A single formula with cleansing ingredients optimized for sunscreen, foundation, and cushion makeup.
After several meetings with the team in charge to ensure our strategy aligned with the brand’s objectives, we agreed to create content for the new ‘Ceramide Derma 6.0 Cleansing Water Foam,’ which was launching in May. The campaign was scheduled to run in June, coinciding with the product’s debut at Olive Young and a period of focused marketing.
Ceramide Derma 6.0 Cleansing Water Foam
Launch |
Mid-May, with the main promotional push in June (coinciding with its launch on Olive Young’s online mall).
Key Points |
No double-cleansing needed—powerful enough in one step.
Quick foaming in 3 seconds reduces skin irritation.
A single formula with cleansing ingredients optimized for sunscreen, foundation, and cushion makeup.
First, we developed a character concept aligned with the existing brand tone. We proposed a design with a soft mood, using ILLIYOON’s signature soft blue color palette and a cute character to complement the brand’s gentle image. We also integrated real product photos and created variations with a much smaller character presence.
Second, to reflect the brand’s strategic goal of shifting its target audience, we proposed a more playful look using vibrant colors and unconventional characters composed of both lines and solid shapes. We created mock-ups of these character designs in the existing Instagram feed to simulate their appearance and guide the collaborative process with the brand.
CONTI
#3seconds #RichFoam This video showcases how the water-gel formula quickly produces a rich foam while reducing skin irritation.
The story is personified for a fun visual appeal: in a space filled with harmful bacteria, a user rubs the cleanser for three seconds, causing personified ‘foam characters’ to appear and devour the germs.
#OneIsEnough This animation shows the cleansing ingredients bursting out of the pump and performing a synchronized dance. The process of extracting, dissolving, and washing away skin impurities is depicted through unique characters and motions that represent ‘impurity removal,’ ‘squeaky clean,’ and ‘sparkling finish.’
