Full-funnel strategy to scale in Italy
x MiiN Cosmetics
Industry Beauty
Activities Consulenza Strategica Digitale, ADV, Creative, CRO, CRM
Client MiiN Cosmetics
Period 2024
Industry Beauty
Activities Consulenza Strategica Digitale, ADV, Creative, CRO, CRM
Client MiiN Cosmetics
Period 2024
Situation
MiiN Cosmetics intends to accelerate growth in Italy
The Italian beauty market is experiencing strong growth (+8.8% in 2024). MiiN Cosmetics, already a European leader in Korean cosmetics, intends to capitalize on this favorable momentum to expand in Italy, focusing on the optimization of digital investments.
Challenge
Providing the keys to being a leader in K-Beauty in Italy
Achieve leadership in the Korean beauty market in Italy through an opti-channel strategy that maximizes the effectiveness of each channel selected based on context, audience, and specific objectives, ensuring targeted and high-impact experiences.
Consulenza Strategica Digitale
Strategic audit of data and platforms
Identification of critical issues and development opportunities through direct access to data and platforms (e-commerce, ADV, CRM)
ADV
Annual full-funnel media strategy
Development of a full-funnel media strategy, balancing investments across upper, middle, and lower funnel on an annual timeframe to reflect market fluctuations dictated by seasonality.
Creative
Brand-Oriented strategy for high-impact social content
Drafting of tailored guidelines for "Brand-Formance" content adapted for TikTok and Instagram Reels, with a particular focus on User Generated Content, engaging storytelling, and content optimization to maximize engagement and conversions while maintaining cross-channel brand consistency.
CRO
CRO Audit and e-commerce UX optimization
In-depth audit of the e-commerce site, with specific instructions to optimize the homepage, product pages, and support pages. Technical guidance provided to improve mobile navigation, brand visibility, and user experience.
CRM
Lead nurturing strategies and advanced profiling
Structured advanced lead nurturing and onboarding strategies with personalized email automations, creation of VIP clusters, and planning of customer profiling surveys to collect first-party data.
Result
Strategic and operational output for digital growth
The client received an in-depth analysis document providing a clear and concrete strategic roadmap for digital business growth, along with a precise mapping of e-commerce criticalities and areas for improvement, accompanied by specific operational instructions. The report also includes detailed creative guidelines designed to optimize performance and ready to be implemented in upcoming campaigns.
