Client
CETTIRE
Industry
Fashion
Tags
Brand Management, Performance Marketing
Boosting Lead Generation through Targeted Local Paid Search and Media Campaigns
+300%
Brand Awareness
+75%
Click-Through Rate
+200%
ROAS
Introduction
CETTIRE, a global luxury e-commerce retailer based in Australia, sought to expand its digital footprint and enhance sales lead generation in the Korean market. Despite a strong international recognition, the brand faced limited awareness and organic visibility among Korean consumers, where local competitors were dominating the luxury retail landscape.
expand k came up with a comprehensive digital marketing solution for the brand - encompassing brand management, search advertising, and digital PR. The solution was designed to better enhance CETTIRE’s brand presence within Korea, increase its online discoverability, and attract qualified traffic inwards through tailoring media activations to the local market.
Challenges & Objectives
The Korean luxury fashion segment has been dominated by localised multi-brand retailers and aggressive digital advertisers, making visibility and engagement especially challenging for cross-border platforms. CETTIRE needed to effectively capture search demand while establishing its brand positioning and recognition within Korea’s digital media landscape.
The project focused on three key objectives: improving discoverability through Naver search optimisation; reinforcing brand credibility via online PR placements; creating organic validation through strategic Knowledge-iN content seeding.
Activities
expand k devised an integrated activation plan aligning upper- and lower-funnel activities across Naver’s ecosystem.
The campaign launched with executing Naver Search Ads, including Powerlink and Brand Search campaigns, targeting high-intent brand and category keywords to maximise visibility. To foster organic customer engagement, Knowledge-iN Q&A activations were executed, publishing verified user-style responses around CETTIRE’s brand and product experience.
Complementing search performance, digital PR assets were also strategically placed across leading Korean online media, positioning CETTIRE as a reliable destination for authentic luxury goods. All activities were continuously monitored and optimised through Looker Studio, ensuring data-driven performance tracking and transparent client reporting.
Results
expand k’s integrated approach enabled CETTIRE to make use of its improved brand visibility, engagement, and conversion performance across the Korean market. The local search campaigns delivered a substantial increase in qualified website traffic, while the digital PR placements effectively strengthened brand perception and trust among Korean consumers.
The collaboration brought about a sustainable, scalable marketing framework in Korea for CETTIRE to build upon. With the brand's new localised precision targeting and new brand assets, CETTIRE successfully positioned itself as a premium global player within the Korean luxury e-commerce market.
