Client
Taragüi
Industry
Food & Beverages
Tags
Brand Management, Performance Marketing
Building Market Awareness and Consumer Engagement through Naver Blog Localisation and Keyword-Driven Content Strategy
Introduction
Taragüi, Argentina’s leading yerba mate brand with over 90 years of heritage, sought to establish its presence in Korea’s emerging premium tea market. While Taragüi already held strong distribution across Europe and Latin America, awareness in Korea remained minimal - largely due to the market’s reliance on Naver as the dominant search and content discovery platform.
To enable an authentic market entry, expand k was chosen to execute a six-month Korean digital marketing programme centred on Naver Blog activation and search optimisation. The initiative aimed to introduce Taragüi to Korean consumers through localised storytelling, organic search visibility, and direct customer engagement.
Challenges & Objectives
The Korean tea market is saturated with domestic and East Asian brands that benefit from strong cultural familiarity and established online presence. Global herbal tea producers face an uphill task gaining traction without a consistent Korean-language footprint. For Taragüi, the absence of local content and keyword presence meant near-zero visibility across Naver’s search ecosystem.
The objectives were clear: to build a credible Korean-language content base on Naver Blog, implement keyword-optimised posts aligned with local search habits, and engage with consumers through direct blog communication - laying the groundwork for future e-commerce and retail expansion.
Activities
The campaign began with comprehensive Korean keyword research, analysing over fifty brand and product-related terms to identify high-value search opportunities. Based on these insights, expand k created a content calendar and posting framework for Naver Blog, producing four locally adapted posts per month.
Each post was translated, rewritten, and visually curated to fit Korean digital aesthetics, integrating optimised keywords, tone adjustment, and local image sourcing. expand k also managed daily blog monitoring and comment-based customer support, ensuring active communication and timely responses. Performance data, including keyword rankings and engagement metrics, were compiled in monthly Google Sheets reports for strategic evaluation.
Results
Within three months, Taragüi’s branded search presence appeared in the top Naver Blog results for multiple target keywords, significantly increasing organic discovery and referral traffic to its brand pages. The blog’s content generated active engagement through comments and shares, serving as the brand’s primary local awareness channel during the campaign period.
expand k’s localisation-first content strategy established Taragüi as one of the first South American tea brands to gain digital recognition in Korea. The project proved how cultural storytelling combined with SEO discipline can effectively position a foreign FMCG brand in a language-locked market.
