Client
Steelcase
Industry
Manufacturer
Tags
Brand Management, Performance Marketing
Building Brand Awareness and Engagement through Integrated Influencer, Social, and PR Campaigns
+450%
Social Channel Followers
+200%
Social Channel Engagement
Localised Brand Asset Production
Introduction
Steelcase, a global leader in office furniture and workspace innovation, sought to strengthen its brand presence and accelerate digital engagement within Korea - one of Asia’s most design-driven yet competitive markets. Despite its renown global position, the brand needed to localise its storytelling to effectively convey Steelcase’s product value and design philosophy to Korean audiences.
In order to achieve this goal, Steelcase Korea partnered with expand k to design and execute an integrated digital marketing program encompassing influencer collaborations, digital PR, and social media management. The collaboration aimed to build brand awareness, generate high-quality engagement, and localise Steelcase’s global identity within the unique digital ecosystem of Korea.
Challenges & Objectives
Introducing a premium, globally established brand into a market dominated by entrenched domestic and regional competitors posed a distinct challenge. Korean professionals valued design authenticity and local cultural alignment - yet Steelcase’s communication approach, shaped by its global voice, needed refinement to meet those expectations.
The key objectives were to strengthen brand visibility through digital PR, build credibility via influencer-led storytelling, and expand engagement through consistent, localised social media management. The ultimate goal was to establish a long-term foundation for growth and relevance within the Korean workspace industry.
Activities
expand k devised a phased digital marketing programme combining influencer marketing, PR, and social media activation. The campaign launched around Steelcase’s retail debut at Lotte Department Store in Jamsil, featuring collaborations with top Naver bloggers and Instagram lifestyle influencers to create authentic, locally resonant content. At the same time, sponsored PR articles on major Korean outlets we deployed to increase awareness and reinforce Steelcase’s premium image.
Following the launch, expand k managed a localised social media strategy, curating Instagram content that blended global brand identity with Korean aesthetics. Meta Ads were deployed to boost follower growth, engagement, and event visibility, with performance optimised through data-driven reporting. Ongoing PR placements further extended reach, ensuring consistent brand relevance and cohesion across all digital channels.
Results
Collaboration with expand k transformed Steelcase’s presence from a new entree to a recognised premium brand in Korea’s workspace market. Influencer and PR initiatives delivered widespread exposure and credibility, while consistent social media storytelling and performance marketing built an engaged community around the brand.
Through cultural adaptation, authentic storytelling, and disciplined optimisation, Steelcase achieved a powerful balance between global identity and local relevance - establishing a new benchmark for premium international brands entering Korea’s competitive design market.
