PoongIn is an apparel manufacturing vendor headquartered in South Korea, with offices and factories in Vietnam, Indonesia, the Philippines, and Guatemala. Specializing in both knit and woven apparel, PoongIn leads innovation in the manufacturing industry by adopting cutting-edge 3D technology that significantly reduces sample production time. PoongIn partnered with Disrupt to communicate these unique strengths to potential clients and strengthen its brand presence through social media marketing.
Phase 1
Content Strategy Development
Before planning the content, we analyzed the business characteristics and the personas of the target audience.
Given the B2B nature of the business, we identified "trust" as the most critical factor. Our strategy included a content series introducing PoongIn’s global factories, the cities where they are located, and the employees working there. Since it is standard practice in the fashion industry for buyers to visit factories to verify quality, we aimed to provide attractive and useful content for those visiting these cities.
Additionally, we developed a content series focused on topics of interest to fashion buyers, such as fashion trends, sustainability in the fashion industry, and K-Fashion. Through this series, we aimed to position PoongIn as a trend leader and industry expert by providing valuable content to the target audience.
Phase 2
Content Planning
Based on the established strategy, we meticulously planned all content to be uploaded to Instagram.
We determined the main themes and key cities for each month and conducted in-depth research to define topics for each post. After finalizing the content themes through further discussions with our partner, we planned the posts. We maximized reach by strategically utilizing various formats, including Stories and Reels, beyond just standard feed posts. We also analyzed the days and times when the target audience was most active to strategically schedule our posting frequency and timing.
Throughout this process, we utilized a framework that accommodated the partner's various content requirements, allowing us to effectively demonstrate how each piece of content contributed to brand awareness and encouraged engagement from potential clients.
Phase 3
Content Production
For PoongIn, we focused on creating visually appealing and creative posts by leveraging the partner's existing assets alongside stock images and videos. We also dedicated effort to writing persuasive and impactful copy that aligned with the target audience's preferences and interests. Furthermore, by maintaining a consistent brand voice and tone as defined in the strategy phase, we provided a cohesive brand experience and built a strong connection between the PoongIn brand and its target audience.
