COWAY is a leading brand in wellness appliances in South Korea, offering clean water and air to its customers. CODY(COWAY LADY)s are unique sales group who are very important human resources that have driven COWAY’s success orver the past 30 years. They are responsible for product consulting, sales, and regular maintenance based on offline.

But, as people get used to online shopping, it has become difficult to meet younger customers to face-to-face. After Covid-19, it’s getting worse. CODYs had difficulty even visiting existing customers and COWAY’s overall sales have also decreased.

■ IMC Creative

We planned creatives that are connected sequentially from TVCF to digital DA.

1) Upper funnel: In order to raise awareness of 'CODY MATCHING', we produced various epilogue advertisement videos linked to the Coway water purifier and bidet product TVCF launched this year, and operated together by digital.

2) Mid funnel: Various 'CODY MATCHING' viral films about TPO moments that require Coway products have been produced to induce consumer empathy and action on social media.

3) Low funnel: By incorporating influencer marketing into performance marketing, the image of influencer content with good engagement is used as a second source of actual performance DA.

Through this, we have established a 'consumer decision journey' that leads to 'awareness - appeal - action' of 'CODY MATCHING'.

■ Big Data-Driven Targeting Strategy

After securing TOMA through TVCF, it has secured accurate targets for 'CODY MATCHING', a digital service, through big data targeting.

1) AD TECH-based customized targeting

We wanted to leverage big data-based, de-identified target information from major financial companies and major telecommunications companies and DMPs.

Through this, customized target information that is highly related to COWAY's products, such as "wish to purchase water purifier rental," "newly married home appliance recent buyers," and "postpartum care center users within the last three months," has been secured. Based on this, we used it as a target information for performance marketing.

2) Geographic location targeting

Considering that "CODY MATCHING" is a service that matches COWAY product experts based on applicant location, we planned to expand advertising exposure to areas within a 3km radius of the area after selecting areas with many "CODY MATCHING" requests."

"CODY MATCHING' can help you purchase Coway's products.

CODY and customers don't have to find each other, and they're connected anytime, anywhere with a click. In particular, customers can receive professional consulting without facing CODY. Through AR, customers can check if it goes well with your home interior, and solve inquiries related to the product in real time.

OR if customers want to rent a water purifier through 'COWAY.COM'(official site), they will face various rental plans or purchase conditions. When they have difficulty determining the payment terms yourself, press the 'REAL-TIME CODY MATCHING' button. When authenticate your phone number and location, customers will be contacted by CODY immediately within a minute. and go through a more reasonable COWAY product purchase consultation or purchase agency process.

And to expand this service, we attempted to increase the conversion of 'CODY MATCHING' through various channels linked to the Coway product-based IMC campaign.

Since the campaign promoting is launched, the percentage of young targets ordering increased by 470% and online purchases grew 150%. And the number of 'CODY MATCHING' keyword query also increased by 330%.

CODY’s existing works such as consultation with paper catalog and door-to-door sales have been transformed into a digital device based and consultation with AR catalog. In this Non-Contact environment, we have changed to focus more on essential customer service. This is the Digital Transformation in the true sense, unique to COWAY.