Collaboration between Wando and Innisfree: Marketing Strategies and Effects

The collaboration between Wando and Innisfree aims to enhance brand narrative coherence and attract the MG generation through eco-friendly products and marketing strategies.

### Collaboration between Wando and Innisfree: Marketing Strategies and Expected Effects
* 🏝 Wando, with **265 large and small islands**, promotes itself as a nature-friendly city, emphasizing **clean air, clear seas, and a pristine natural environment** as core values.
* 🌿 Innisfree underwent rebranding to position itself as **high-efficiency naturalism**, moving beyond Jeju to establish **The You Island** as a new virtual island.
* 📉 Innisfree's 2023 rebranding, The New Island, led to a **99% decrease in sales** and a **68% decrease in operating profit**, disrupting the brand's tradition and authenticity.
* 🔄 To enhance the coherence of its brand narrative, Innisfree plans to **expand its island road project** and **connect the islands**.
* 🎯 The target audience for the collaboration is the MG generation, and **attracting this generation to the city is crucial**.
* 🌊 The proposed marketing strategy includes developing new products using minerals from Myeongji Sipja Beach, conducting a **Wando Tag Event at the Harbor Store**, and establishing **Wando's Eco Museum**.
* 📈 Expected benefits of the collaboration include **increased brand awareness**, **enhanced social value**, **improved consumer trust**, and an **enhanced eco-friendly image**.

Hello, I am Yeon, a student majoring in Media Communication, who will present on the topic of the collaboration between Wando and Innisfree. The presentation outline is as follows: I will start by discussing brand analysis, then move on to brand awareness, marketing strategies, expected effects, and conclude. First, regarding brand analysis, Wando consists of 265 large and small islands, forming a nature-friendly city. Wando promotes itself as a healthy island, emphasizing clean air, clear seas, and a pristine natural environment as the core values of the brand. Wando was declared the nation's first clean sea capital through an inauguration ceremony, aiming to transform its image from a marine tourism destination to a reality of tourism in Wando. Last year, Wando opened the nation's first marine medical center, promoting programs utilizing various marine resources. Additionally, a marine bio cooperation research institute was established, focusing on the development of marine resources.

It can be seen that Innisfree, through rebranding, attempted to change the brand itself excluding the name. Moving away from the past emphasis on sequential naturalism, they newly positioned themselves as a high-efficiency naturalism that sensuously conveys the active energy of nature. In order to expand the brand's scalability, Innisfree moved beyond the limited area of Jeju and established a new virtual island, The You Island, embodying pioneering, exploring, and challenging spirits. This rebranding of Innisfree indicates a desire to reestablish the brand's identity that was previously confined to Jeju Island. The brand's perception and current situation: Wando is known for the village at the end of the land and the famous abalones. Currently, Wando is one of the areas with a high risk of regional extinction. Experts suggest that in order to address the population decline in Wando,

It is proposed that implementing a tourism project through attracting external population is necessary. What were the results of the completely renewed Innisfree? Looking at the indicators of a 99% decrease in sales and a 68% decrease in operating profit in 2023 compared to 2022, we can see that the new rebranding of Innisfree resulted in undermining the existing brand assets and customer relationships. Feedback suggests that Innisfree's new branding, called The New Island, disrupts the brand's tradition and authenticity. With this issue in mind, if Innisfree expands its island road project as an extension of Jeju Island and progresses towards connecting the islands, Innisfree can enhance the coherence of its brand narrative. Therefore, we thought that by collaborating with Wando Island, Innisfree could further enhance the coherence of its brand narrative.

We have set the target audience as the MG generation, and we need the inflow of the MG generation in the city. Innisfree sees the MG generation as potential customers. By analyzing the consumption of the MG generation, we found that they are currently engaging in eco-friendly consumption, especially focusing on experiences related to products. The marketing strategy I would like to propose is, first, the development of new products in Wando and Innisfree. There is a beach called Myeongji Sipja Beach in Wando, which has been recognized for its water quality and won the Blue Flag status. The Blue Flag is an international environmental education foundation based in Denmark that comprehensively evaluates the water quality and stability of beaches. Winning this award means that the sea is rich in minerals. If we develop products using these minerals, we can attract people's attention as a natural resource cosmetics. Second, Wando Innisfree...

Collaboration with Wando Full Innisfree operation. The Harbor Store is decorated with green from Innisfree and blue from Wando as a point, shaping the island and expressing the sea with media art centered around the central pop-up zone. On one wall, the waves of Wando Sea are reproduced as media art to represent Wando. At the Farber Store, we are conducting a Wando Tag Event, where everyone who tags on social media will receive a product discount coupon, and through a public collection event, we will give out product discount coupons and sea glass keychains. We plan to give Wando Marine Healing Center experience tickets to customers who make purchases over a certain amount. The third marketing strategy is to establish Wando's Eco Museum. It is a project called Wando R Project, which means making everything you want to do in Wando possible. Starting with the Wando Marine Healing Center, Innisfree.

We plan to establish an Eco Museum by setting up Wando House and educational institutions. Innisfree Wando House will be created by training only Wando residents educated in the established educational institution to provide tourists with a better Wando experience. Expected benefits include increased brand awareness, enhanced social value, improved consumer trust, and enhanced eco-friendly image. Through collaboration with Sprout A, the MG generation can increase awareness of Wando and reduce the distance to Wando. Additionally, by creating Wando's Eco Museum, Innisfree can activate tourism through coexistence with the local community, contributing to the revitalization of tourism. Through collaboration with Wondo, mentioning that Sprout A products are recommended from clean nature can enhance consumer trust. By utilizing Wando's natural resources, events such as beach cleanups, glass giveaways, and other events can be conducted.

We can enhance the image of an eco-friendly brand. This concludes my presentation. Thank you.

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The Collaboration between Wando and Innisfree

Wando is rebranding itself as a nature-friendly city, focusing on marine resources and clean seas.

Innisfree has repositioned its brand as high-efficiency naturalism, expanding beyond Jeju to The You Island.

Wando, known for its abalones, is facing a high risk of regional extinction, and collaboration with Innisfree is seen as a way to address its population decline.

The Impact of Rebranding on Innisfree and the Proposal for Expansion

The rebranding of Innisfree to The New Island led to a 99% decrease in sales and a 68% decrease in operating profit in 2023, undermining brand assets and customer relationships.

The proposal to expand the island road project and collaborate with Wando Island aims to enhance the coherence of Innisfree's brand narrative, targeting the MG generation known for eco-friendly consumption.

The marketing strategy involves developing new products in Wando, capitalizing on the island's award-winning water quality to attract attention as a natural resource cosmetics brand.

Innisfree's Collaboration with Wando: Marketing Strategies

The collaboration includes decorating the Harbor Store with Wando's sea theme, offering discounts through a Tag Event, and providing experience tickets for Wando Marine Healing Center.

They also plan to establish Wando's Eco Museum through educational institutions and Wando House.

The collaboration aims to increase brand awareness, enhance social value, build consumer trust, and promote eco-friendly image, while also contributing to the revitalization of tourism in Wando.

Enhancing the Image of an Eco-Friendly Brand

Eco-friendly brands can improve their image through sustainable packaging and ethical sourcing.

Social media and influencer partnerships are effective for promoting the brand's environmental efforts.

Transparency about business practices and environmental impact is crucial for gaining consumer trust.