Client
Chaos Group
Industry
Software
Tags
Brand Management, Performance Marketing
Strengthening Market Visibility, and Lead Generation with an Integrated Localisation and Local Paid Search Campaigns
+300%
Brand Awareness
+150%
Search Visibility
+75%
Click-Through Rate
Introduction
Chaos Group, the company behind the globally renown brand Enscape, is a global leader in real-time rendering and virtual reality solutions for architecture and design professionals. As Enscape gained wide adoption across Europe and North America, Chaos identified Korea as a key growth market, recognising the region’s advanced AEC industry and strong emphasis on visualisation technologies.
However, despite posessing a competent service package, Chaos' presence in Korea remained minimal. Korean architects and designers were deeply acclimated to localised platforms and softwares - all of which had already established themselves in the local market. To tackle this challenge, expand k partnered with Chaos Group to deliver a fully localised marketing and brand management programme, designed to raise awareness, establish credibility, and drive qualified conversions for Chaos in the Korean market.
Challenges & Objectives
Penetrating Korea’s AEC software market demanded far more than translation or paid visibility. The space was dominated by entrenched domestic tools and tightly knit professional communities that relied on Naver-based discovery and peer validation, leaving little room for global brands to gain traction without authentic localisation.
Chaos’ challenge lay in translating its core values into narratives that aligned with Korean architects’ workflow priorities and digital behaviours. This required more than linguistic adaptation; it called for reinterpreting the brand’s voice, educational assets, and content strategy to fit a distinctly local professional ecosystem.
Alongside Chaos' brand management strategies, expand k had also sought to establish brand visibility on Naver, build lasting authority through consistent, localised content, and drive measurable conversion through balancing between search advertising, keyword strategy, and content marketing.
Activities
expand k engineered a tightly integrated performance strategy combining keyword-driven visibility, educational content marketing, and data-led ad optimisation. Beginning with a full-scale Korean keyword intelligence and competitor audit, our team identified high-value industry search terms across Naver’s ecosystem, shaping Chaos' messaging and ad structures accordingly.
Our team also set up Chaos' localised Naver Blog and landing pages, featuring editorial contents from software tutorials to workflow comparisons and visual case showcases. Each post was designed to reflect both local search behaviour and professional discourse patterns, strengthening the brand’s domain authority and organic search ranking.
In parallel, Naver Search Ads were deployed to capture high-intent prospects, optimised daily through testing ad copies, bid strategies, and conversion tracking. All campaigns were measured through Looker Studio, ensuring transparent data analytics and continuous creative refinement.
Results
The campaign achieved a measurable uplift in Chaos' brand visibility and engagement among Korean AEC professionals, establishing a strong local digital foundation. The synergy of content and performance activities elevated Chaos' position within its target market, converting curiosity into credible awareness.
Through precise localisation and strategic positioning, expand k enabled Chaos Group not only to penetrate but to reshape its competitive landscape - showcasing how global B2B software brands can achieve authentic traction within Korea’s design technology market.