Dear Dahlia
K Beauty Global Influencer marketing
I led influencer marketing initiatives across five countries, securing a brand ambassador collaboration with Monika Blunder and crafting locally resonant, culture-driven campaigns that elevated global brand awareness and vegan beauty positioning. Through a curated mix of macro and micro influencers, immersive offline activations, and story-led digital content, I drove meaningful engagement and e-commerce traffic across key markets.
Role
Global PR Manager
Period
Nov 2019 ~Mar 2020
Target Markets
US / UK / France / Italy / Japan
Challenges
1 . Driving Localized K-Beauty Brand Awareness without Local Market Teams
With no local brand offices in key markets, the challenge was to localize the brand and build awareness as a vegan K-beauty label in order to secure distribution partnerships and establish a strong presence across major beauty retail channels.
2. Sustaining Brand Engagement During COVID-19 Disruption
As COVID-19 halted all offline activities and sharply reduced in-store sales, the challenge was to maintain brand visibility and consumer engagement through strategic, always-on communication tailored to global lockdown conditions.
Outcomes
In five months, the U.S. and France influencer campaign achieved:
In just two weeks, KOL-Led Branded Makeup Tutorial Content delivered:
Strategy
STRATEGY #1
Strategic Macro–Micro Influencer Mix & Market-Specific Influencer Storytelling
Curated culturally aligned, brand-fit influencers across key global markets—including the U.S. and France—by defining market-specific narratives tailored to local consumer behaviors and cultural context. Leveraged a strategic mix of macro and micro influencers to maximize impact, and efficiency, effectively strengthening brand awareness and imprinting a consistent yet locally resonant brand presence.
Influencer Generated Content
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STRATEGY #2
Values-Driven Influencer Activations to Reinforce Vegan Brand Positioning
Executed influencer events and social campaigns centered on animal welfare to strengthen vegan brand awareness, increase social visibility, and build emotional connection with consumers.
#HEART4PAW Instagram Campaign
DearDahlia #PuppyYogaClass During Veganuary season in UK
STRATEGY#3
Leveraging Celebrity KOL Credibility for Brand Positioning
Partnered with a Hollywood celebrity makeup artist to reinforce brand credibility, elevate storytelling, and strengthen vegan beauty positioning in global markets.
Make-up Tutorial Video Collaborated with Monika Blunder
STRATEGY#4
Crisis-Responsive Digital Influencer Strategy During COVID
Rapidly pivoted from offline activities to a digital-first influencer takeover during COVID-19 lockdowns, repurposing at-home makeup tutorials into story-led content to maintain brand engagement
#DahliaDarlings At-Home Takeover Campaign
