Marketing Consultation and Brand Discovery
Bringko, a K-curation shopping mall ‘Everyday Store’, sought to introduce their mobile app offering Korean fashion, beauty, and lifestyle products to the Australian market. Through consultation, we identified their unique position as a multicultural bridge between Korean products and Australian consumers.
Challenge and Market Analysis
- Building brand awareness in a diverse Australian market
- Driving app adoption despite established e-commerce competition
Campaign Strategy Development
Developed a multicultural influencer marketing strategy focusing on authentic representation and relatable content creation across diverse Australian communities.
Goal Setting and KPI Alignment
Our primary objectives centered around three key areas: First, we aimed to increase brand recognition across multicultural communities, ensuring Bringko would resonate with Australia’s diverse population. Second, we focused on driving app downloads and engagement to establish a strong user base. Finally, we worked to build an authentic community presence, creating meaningful connections with our target audience.
Content and Channel Strategy
We carefully selected influencers from diverse backgrounds including Chinese-Australian, Indonesian-Australian, Lebanese-Australian, and Greek-Australian communities to authentically represent our brand. Through their engaging content, these influencers demonstrated real-life app usage and seamlessly integrated product features into their daily routines. To boost engagement, we implemented special ‘Benefit Pick’ offers that resonated well with their followers.
Positioning the Brand’s Unique Value
Positioned Bringko as an accessible platform bringing Korean lifestyle products to Australia’s multicultural landscape, emphasizing convenience and reasonable pricing.
Execution and Results
Brand Awareness Success:
- Significant recognition growth among target communities
- Strong engagement from Sydney-based lifestyle bloggers
- Successfully integrated into Australia’s multicultural consumer landscape
Future Strategy and Growth Opportunities
Looking ahead, our strategy for expanding Bringko’s presence encompasses several exciting initiatives. We plan to forge partnerships with major Australian retail chains and establish pop-up stores in key metropolitan areas, creating physical touchpoints with our customers. On the digital front, we’re enhancing the customer experience by implementing AI-powered product recommendations and refining our app features based on valuable user feedback. To foster lasting relationships with our community, we’re launching an ambassador program and developing exclusive events and benefits that will bring our customers closer to the brand.
