If you’ve ever juggled multiple social media channels across regions like Korea, Japan, or English-speaking markets, you know how complex it can get. But what if I told you that you can apply one brand’s proven strategy to break through the noise and expand rapidly? That’s exactly what Nuse, a South Korean skincare brand under the I Family SC, has done—and their approach offers some valuable lessons in global marketing.
In this post, I’ll break down how Nuse grew its brand using influencer marketing, targeted content, and localization. Whether you’re planning to scale your business or just curious about Nuse’s success, keep reading to see how these strategies can work for you.
Prefer watching instead of reading to learn the exact best practices? We’ve got you covered—click here for the full video guide!
1. Influencer Marketing: The Starting Point
When Nuse launched its social media presence last year, they didn’t rely on big-budget celebrity endorsements. Instead, they focused on micro-influencers—a savvy choice that allowed them to connect authentically with their audience while managing costs. By collaborating with influencers across platforms like TikTok, YouTube, and Instagram, Nuse generated real engagement through product reviews and user-generated content (UGC). This strategy provided both credibility and organic reach.
If you’re just starting or looking to expand in a new market, micro-influencers are a must. They help build trust faster and offer more personal engagement with their followers. Focus on influencers who authentically connect with your target demographic—just like Nuse did.
Nuse worked with micro-influencers who fit the brand’s image and reached out to those whose followers aligned with Nuse’s target market of 25-35-year-olds. These partnerships helped build credibility at a fraction of the cost of major influencers.
2. Crafting Targeted Content for the Right Demographic
Nuse’s content targets millennials, particularly women aged 25 to 35, who seek practical, accessible products. Their messaging emphasizes healthy makeup and everyday functionality, rather than luxury. They appeal to a professional audience by showcasing products in workplace environments, using relatable phrases like “new, get used to it.”
This targeted messaging isn’t just about selling a product; it’s about creating a connection with a demographic that values practicality over prestige. Nuse strategically integrates its products into relatable, real-world scenarios, making them feel like part of the consumer’s daily routine.
Know your audience’s age, interests, and lifestyle—and create content that speaks directly to those factors. Don’t just sell a product—sell an experience that fits into their routine.
Nuse’s campaign with images of women using their products in the workplace captured the attention of their core audience. The campaign felt familiar and relatable, positioning the product as something useful and essential.
3. Expanding into New Markets: Localizing Influencer Marketing
As Nuse ventured into the Japanese market, they stayed true to their core brand message but made strategic local adaptations. They repurposed content created for other markets, adding local elements like Japanese landmarks (such as the Tokyo Tower) and using influencers who resonated with Japanese consumers. This approach helped Nuse maintain its global brand identity while making small tweaks to appeal to local tastes.
When entering new markets, adapt your content rather than starting from scratch. Repurposing your core content, adjusting visuals, and using local influencers can help you connect with new audiences without heavy investment.
Nuse used Japanese influencers and added Japanese captions to images originally created for their South Korean campaigns. This simple adaptation allowed them to engage a local audience while maintaining a consistent global presence.
4. Strategic Success: Building a Global Brand
Building a brand from scratch in multiple regions requires strategic groundwork. Nuse’s approach involved defining their core messaging (centered on healthy makeup) and creating content pillars—recurring themes and visual styles that reflect the brand’s values. They then tailored their content to suit each market by adjusting captions, hashtags, and visuals for local relevance.
Whether expanding into one or multiple markets, start with a core set of content pillars that reflect your brand values. Then, localize by adjusting captions, imagery, and references to appeal to each specific market.
For their international markets, Nuse maintained their core message of “healthy makeup” while adjusting the tone and visuals based on the audience in each region. This strategic balance helped them build a unified, yet adaptable, brand.
5. Nuse's Competitive Edge: Mastering Social Media and Influencer Marketing
Nuse’s strength lies in their ability to blend influencer marketing with strategic social media management. They’ve built a loyal community by repurposing content, leveraging UGC, and engaging directly with their audience. Their approach illustrates the importance of being consistent and authentic across platforms.
Focus on creating a community around your brand. Engage with your audience through comments, repost user-generated content, and keep the conversation going beyond just selling.
Nuse reposted influencer content to showcase real-life use cases of their products. This allowed them to build trust, as customers saw other people—just like them—using and enjoying the product.
6. Leveraging Pop Culture and Trend-Based Content
Nuse’s success can also be attributed to its ability to tap into current trends. By referencing pop culture, memes, and trending topics, they kept their content fresh and engaging. Whether it was incorporating Korean Wave (Hallyu) trends or participating in global events like Halloween, Nuse was able to stay relevant across regions.
Monitor trends in your target markets and find creative ways to incorporate them into your marketing strategy. This keeps your brand relevant and engaging.
Nuse’s content drew from pop culture trends like the Korean Wave, appealing to global audiences who are familiar with Korean beauty products.
7. Maximizing Influencer and UGC Synergy
Nuse’s use of UGC (user-generated content) alongside influencer marketing helped amplify their reach. By repurposing content from influencers and customers, they not only boosted engagement but also demonstrated their product’s real-world effectiveness.
UGC is a powerful tool. Encourage your audience to share their experiences and use that content to further engage potential customers.
Nuse frequently reposted influencer reviews and UGC, giving their audience a sense of community and authenticity, while simultaneously increasing their social proof.
Conclusion:
Key Takeaways for Your Brand’s Marketing Strategy
Nuse’s journey offers valuable insights for any brand looking to scale internationally. Here are the key takeaways:
1. Leverage Micro-Influencers
Build trust and authenticity by partnering with smaller influencers.
2. Target the Right Demographic
Understand your audience’s needs and lifestyle, and create content that resonates with them.
3. Localized Content
Repurpose core content for each market with localized tweaks—whether it’s language, visuals, or cultural references.
4. Strategic Promotions
Use influencer and social media content to support product launches with exclusive offers and timely discounts.
5. Consistency in Messaging
Build strong content pillars and maintain a consistent brand message, while allowing for localization.
6. Engage with UGC
Build community and trust through user-generated content, and repurpose it to boost your credibility.
7. Stay Current with Trends
Engage with pop culture and trends to stay relevant in different markets.
By following Nuse’s lead, you can successfully navigate the complexities of global social media marketing and build a brand that resonates with audiences across borders. Whether you’re expanding into Korea, Japan, or broader English-speaking regions, these strategies can give your brand the boost it needs.
So, what are you waiting for? Start implementing these strategies and watch your reach, engagement, and credibility grow!
Hyein
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At HY MARKETING, we help international brands succeed in South Korea, Japan, and English-speaking markets by specializing in tailored social media strategies and Facebook ads. Feel free to follow us on other social platforms or connect with us for more tailored guidance.
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