Client
HTL Biotechnology
Industry
Technology
Tags
Brand Management, Digital Consulting, Performance Marketing
Building Market Credibility and Awareness through Localised Scientific Content and Targeted PR Campaigns
+200%
Brand Awareness
+3:00 Minutes
Avg. Time Spent on Naver Blog
Localised Brand Asset Production
Introduction
HTL Biotechnology, a global biopolymer leader headquartered in France and a key supplier to pharmaceutical and medical aesthetics manufacturers, sought to strengthen its presence in the Korean market- one of Asia’s most R&D-driven yet highly localised biopharma ecosystems.
The company faced limited digital visibility due to Korea’s closed search infrastructure, dominated by Naver, and the scarcity of Korean-language materials on biotechnology polymers. To overcome these barriers, HTL partnered with expand k to establish a locally credible digital footprint through data-driven brand localisation, content creation, and targeted PR exposure.
Challenges & Objectives
In Korea’s biopharmaceutical industry, visibility and trust are largely built through technical education, regulatory compliance, and local-language scientific communication. Global suppliers often struggle to translate highly technical product narratives into accessible Korean content while maintaining scientific integrity.
The core objectives were to enhance brand awareness among local professionals, improve organic discoverability through Naver, and strengthen institutional credibility via Korean-language publications. This meant positioning HTL as not only a technology provider but also a trusted partner contributing to Korea’s biotech innovation landscape.
Activities
The initiative began with comprehensive Korean keyword research, mapping hundreds of high-priority terms across biotechnology, medical aesthetics, and polymer science categories to identify high-value search opportunities. Building on this, expand k launched Naver Blog content marketing, producing bi-monthly posts featuring translated research summaries, corporate insights, and application use-cases optimised for Korean readability and SEO.
To make HTL's contents more visible, expand k executed a strategic PR campaign, securing sponsored articles across major Korean science and healthcare media outlets to amplify HTL’s credibility among professionals. Each campaign cycle included ongoing data analysis through Looker Studio, enabling continuous optimisation of content reach and audience engagement.
Results
Through expand k’s localisation and strategic content framework, HTL achieved measurable brand recognition within Korea’s biopharma and aesthetics sectors. HTL's Naver Blog became the top-ranking search result for key brand and industry terms, while sponsored PR coverage significantly increased inbound professional inquiries from Korean distributors and research institutions.
More importantly, HTL established a sustainable, Korean-language communication platform - transforming its market presence from an unfamiliar overseas supplier into a recognised, credible biopolymer innovator within Korea’s healthcare ecosystem.