Case Study: Etude House achieves sold-out Tom & Jerry collection launch with AnyMind Group’s CastingAsia influencer marketing

Etude House Tom & Jerry new year collection The effectiveness of influencer marketing campaign

Etude House, a South Korean cosmetics brand, wanted to boost awareness and purchase consideration for its Tom & Jerry New Year Limited Edition among young consumers in Hong Kong. To do this, it partnered with AnyMind Group and used the CastingAsia platform to run a micro-influencer marketing campaign on Instagram.

AnyMind Group recruited 25 beauty and youth influencers, including mega and macro KOLs, whose audiences were largely 18–25 years old. The influencers created authentic product reviews, posts, and Instagram Stories with swipe-up links, generating over 400K reach and more than 30K engagements, and helping Etude House sell out the collection within one month.

Etude House