이지은: Sure. As Do-Hyun mentioned, we’re seeing steady growth in the Korean market. Last quarter, our sales increased by 12%, largely driven by targeted digital campaigns focused on younger demographics, particularly university students and young professionals. These campaigns have boosted our brand’s visibility, with social media engagement up by 25% since the campaign launched. Despite a broader market slowdown, this strategy has proven effective in driving brand awareness and generating new leads.
Sarah: That’s encouraging, Ji-Eun. I’d like to dig a bit deeper, though—are you able to track how much of this engagement is actually converting to purchases? I’m glad to see visibility, but how are we looking on conversions?
이지은: Absolutely, Sarah. For conversion tracking, we’ve refined our approach to capture both immediate and long-term brand goals. After users engage with an ad, they’re directed to an incentive-driven “first-purchase” program, which allows us to capture initial conversions—18% of our new customers this quarter came directly from these campaigns, nearly double last quarter’s rate. Post-purchase, we strengthen loyalty through targeted offers and satisfaction surveys, which have already started to yield repeat purchases and stronger brand connection.
Sarah (thoughtful): Interesting. So, you’re saying we’re actually seeing new buyers as a direct outcome of these engagements?
이지은: Yes, exactly. Plus, many of these younger customers are coming back to purchase add-ons or accessories within just a few weeks of their initial purchase. This is a promising sign that we’re building long-term loyalty within this demographic.
박성훈 (jumping in): That’s definitely good news, but I’d be curious—are these digital campaigns the primary source of new leads, or are other channels contributing as well?
이지은: Great question, Sung-Hoon. While digital is our primary driver, we’re also seeing a strong impact from community-based events. For instance, our recent pop-up store in a popular shopping district gave customers a hands-on experience with our products. We had over 5,000 visitors in three days, and nearly 400 turned into direct sales inquiries.
Sarah (leaning forward with interest): It sounds like you’re covering all the bases, but I still want to ensure we’re maximizing each segment. You’re emphasizing youth engagement, which I agree is important, but how are we balancing this to make sure we’re also reaching older, potentially higher-spending segments?
이지은: Excellent point, Sarah. Alongside our youth-focused campaigns, we’ve implemented a tailored content strategy for professionals and family-oriented consumers. This includes email newsletters geared toward working professionals, as well as a strategic partnership with a popular Korean business publication, which allows us to engage a more mature demographic. In fact, we’ve seen a 15% uptick in engagement within this segment, especially for our higher-end products.
김도현 (supporting Ji-Eun): I think Ji-Eun’s approach has been effective. The segmentation strategy enables us to tailor our message without diluting our core brand. The youth campaign brings a lot of energy and brand visibility, while the professional-focused content bolsters our reputation with established customers.
Sarah (smiling but still cautious): Alright, that sounds promising. If it’s not too much trouble, I’d appreciate a deep-dive report on each segment’s performance.
이지은 (smiling with slight relief): Certainly. I’ll send over the detailed report next week.
