Success Story
With multiple brands such as Verites, Lenord, and Instax, IMV Group aspired to enhance brand awareness and drive sales in an increasingly competitive market. By implementing monthly KOC (Key Opinion Consumer) booking with Bespoke Marketing, IMV Group achieved genuine engagement, increased revenue, and solidified consumer trust. This initiative underscored the effectiveness of harnessing “ordinary consumers with influence,” especially for FMCGs and tech-oriented products.
1. Business Context
- Diverse & Competitive Market: IMV Group’s portfolio contends with multiple rivals in terms of pricing, quality, and distribution.
- Rise of KOC: Alongside traditional KOLs, brands are turning to KOCs—individuals with smaller but highly engaged communities.
- Long-Term Growth: IMV Group aimed to expand brand exposure while building lasting loyalty through genuine, relatable content.
2. Objectives
- Elevate Brand Awareness: Ensure Verites, Lenord, and Instax gain stronger recognition across social media platforms.
- Boost Sales: Convert KOC-led reviews into tangible purchase actions, especially online.
- Expand Market Share: Reach untapped customers, encourage trial purchases, and strengthen positive brand impressions.
- Increase Engagement & Trust: Use authentic KOC experiences to build credibility and spark direct conversation with end consumers.
3. Challenges & Risks
- Selecting the Right KOC: Each product line requires a suitably matched KOC demographic to maintain credibility.
- Maintaining Unified Brand Messaging: Multiple brands under one group need consistent core values and guidelines.
- Content Quality Control: Particularly vital for cosmetics and supplements, where inaccurate statements could harm brand image.
- Measuring Effectiveness: Isolating KOC-driven sales lift from broader marketing channels.
4. Campaign Idea
- Monthly KOC Activations: Each brand within IMV Group has a curated pool of KOCs who align with that brand’s style and audience.
- Relatable, Real-Life Content: KOCs share unboxing, personal reviews, and usage scenarios, establishing authentic consumer trust.
- Strategic Promotions: Embed discount codes, freebies, or special product bundles to spur immediate conversions and track results.
5. Approach
- KOC Booking & Coordination
- Conduct thorough background checks for brand fit.
- Provide each KOC with style guides and product briefs.
- Oversee posting timelines, monitor engagement, and ensure brand compliance.
- Multi-Platform Distribution
- Facebook & Instagram: Focus on detailed reviews, before-and-after comparisons, or short Reels.
- TikTok: Highlight fun, interactive challenges or quick testimonials.
- YouTube Shorts: Utilize concise, visual demos—especially effective for Instax and Verites.
- Ads Synchronization
- Repurpose top KOC content as paid ads to broaden reach.
- Retarget viewers who interacted with KOC posts, increasing conversion potential.
6. Solutions & Services
- KOC Booking & Management
- Assign distinct KOC teams to Verites, Lenord, Instax, ensuring brand consistency.
- Streamline the review process, from pre-approval of content to performance tracking.
- Advertising & Analytics
- Integrate KOC video and photo assets into ad campaigns, saving production costs and retaining authenticity.
- Issue monthly reports on metrics (reach, engagement, clicks, sales) to refine KOC selection and promotional strategies.
7. Results
- Enhanced Brand Visibility: IMV Group’s brands gained traction and frequent mentions, bolstering overall awareness.
- Stronger Engagement & Credibility: Genuine reviews and first-hand KOC experiences fostered trust and shortened purchase decisions.
- Steady Revenue Growth: Each monthly KOC push correlated with noticeable sales upticks, ensuring continuous returns.
- Rich Market Data: Ongoing consumer feedback informed future campaigns and guided product enhancements.
8. Conclusion
Through a well-orchestrated monthly KOC booking campaign, IMV Group significantly improved brand visibility and sales for Verites, Lenord, and Instax. Supported by Bespoke Marketing’s oversight and execution, the KOC method became a potent media channel—tapping into authentic peer recommendations and fortifying IMV Group’s position in the marketplace.
