Client
Coupang - Italian Pavilion Project
Industry
E-Commerce
Tags
E-commerce Activation, Brand Management, Performance Marketing
Multi-Brand Digital Activation and Performance Campaign for the Coupang × Italian Pavilion Campaign
Introduction
Coupang, one of Korea’s largest e-commerce platforms, launched the Coupang X Italian Pavilion project to successfully promote a curated selection of Italian brands to Korean consumers. To maximise visibility and drive sales, Coupang engaged expand k to design and operate a full-funnel digital marketing programme encompassing performance media, influencer activation, and cross-platform advertising management.
The initiative aimed to enhance awareness for Italian brands entering into Korea through Coupang’s ecosystem, generate conversion-ready traffic, and deliver transparent performance reporting across all marketing channels.
Challenges & Objectives
Introducing multiple international brands simultaneously to Korean consumers could only be done through balancing scalability with individual brand storytelling. expand k was tasked to undertake each brand's customised campaign management while maintaining unified creative direction under the Coupang Pavilion identity.
The campaign’s objectives were threefold: to drive measurable sales performance across up to 63 participating brands, to build awareness through high-impact influencer collaborations and PR placements, and to ensure operational efficiency and accountability through centralised reporting and optimisation.
Activities
expand k devised and operated a multi-layered digital advertising strategy across Naver Search Ads, Meta Ads, and influencer collaborations on Naver Blog.
On Naver, campaigns were developed and optimised for Powerlink placements, with ad copy and keyword strategies localised for each brand group. In parallel, Meta campaigns were launched across Facebook and Instagram, covering over 60 brands through monthly batches, focusing on storytelling, creative testing, and real-time performance optimisation via Looker Studio.
Alongside paid media, influencer marketing was also executed through collaborations with top-tier Naver Blog creators, producing locally authentic content and product reviews for each participating brand. expand k also managed logistics and sample handling, overseeing packaging, delivery, and coordination between influencers, Coupang, and logistics partners.
Results
The multi-brand campaign successfully built brand visibility for the Coupang X Italian Pavilion initiative, generating consistent exposure across Naver’s search ecosystem and Meta’s social channels. The influencer reviews enhanced authenticity and credibility, driving user engagement and reinforcing purchase intent.
By coupling precise media execution with transparent reporting, expand k enabled Coupang to establish a replicable framework for future cross-border brand collaborations - setting a new standard for global retail partnerships in Korea’s digital marketplace.