BEAUTY INFLUENCER MARKETING CASE STUDY
Mamonde Influencer Marketing Case Study
Multi-Market Influencer Awareness Campaign for K-Beauty
Mamonde partnered with House of Marketers to build brand awareness across the UK, Poland, Sweden and Czechia. The campaign delivered 86.7 million views across 215 creator posts and 26,475 saves, and it turned brand search interest from zero into a spike in every market.
Read on for a full breakdown of how real, visible before-and-afters turned a K-beauty newcomer into a name audiences started searching for.
OUR CLIENT
Mamonde is a Korean beauty brand known for its floral-inspired skincare. For this campaign, House of Marketers promoted two products: the Flora Glow Rose Liquid Mask, and the Calming Shot Azulene Ampoule, which was launched in the UK for red, irritated skin.
OUR CLIENT
Mamonde is a Korean beauty brand known for its floral-inspired skincare. Mamonde was entering the UK and European market at a time of strong K-beauty demand, and it needed to become a recognised name quickly. Mamonde is owned by Amorepacific (Amore Pacific Group), a major South Korean beauty and cosmetics conglomerate
For this campaign, House of Marketers promoted two products: the Flora Glow Rose Liquid Mask, and the Calming Shot Azulene Ampoule.
The Problem
K-beauty was growing fast, with global value sales up 53% year on year according to NielsenIQ and UK K-beauty searches up 125%. That demand also meant a crowded field, and Mamonde needed to stand out in it.
The challenge required a strategy that could accomplish the following:
- Build awareness from a standing start in four markets at once, with a different language, retailer landscape and search habit in each.
- Compete for attention with established K-beauty names that already dominate categories, such as sun-care, soothing and pores.
- Make the Flora Glow Rose Liquid Mask feel distinctive, in a category where rivals relied on the same soothing ingredients and no brand owned rose.
- Prove that the campaign created real interest in the brand, beyond views and likes.
Mamonde needed a creator-led, platform-native strategy that could drive reach in every market and measurably put the brand on people’s radar.
Target audience
The campaign involved us targeting skincare and makeup fans in the UK, Poland, Sweden and Czechia who wanted a visible, easy improvement to their skin, and a smoother base for makeup.
The campaign focus was on reaching:
- Makeup wearers frustrated by dry patches and cakey foundation
- Busy audiences, including shift workers and mums, who do not have hours to spend on a sheet mask
- UK audiences dealing with hot, red or irritated skin
- Beauty fans who follow micro-creators for honest, relatable recommendations
This audience required content that showed real results on camera and spoke to a problem viewers recognised in themselves, ensuring Mamonde was not only seen, but understood and remembered.
Our Approach
House of Marketers built a four-market creator strategy around one clear product message, with the angle adapted for each country.
- Every market worked from the same idea, skin prep to stop cakey makeup and deliver a glass-skin glow, with the problem named in the first three seconds of each video.
- Creators showed visible results on camera through before-and-afters, half-face tests with the same makeup on both sides, and close-up texture shots.
- Creators were chosen for how well their format fit the message, which meant many micro-creators sat alongside larger accounts.
- Each market got its own story, from event prep in Poland to busy-mum routines in Czechia, authentic get-ready-with-me content in Sweden and a seasonal red-skin angle for the Calming Shot in the UK.
- Several creators filmed in or pointed to local retailers, so viewers knew exactly where to find the product.
Together, these approaches used one clear message to build reach, visible proof to build trust, and local angles to make the content feel native in every market.
Results
House of Marketers ran a multi-market creator campaign for Mamonde, combining one clear product message with locally adapted content to drive reach, saves and brand search.
Campaign outcomes included:
- 86.7 million views across four markets. Mamonde went from an unknown name to launch-scale attention in the UK, Poland, Sweden and Czechia at the same time.
- 26,475 saves. Viewers bookmarked the mask to try it later, a stronger buying signal than a like.
- Search interest from zero to a spike in every market. People went looking for Mamonde by name, and "flora glow rose liquid mask" became the brand's number one search.
- 11.9 million views from 31 UK posts for the Calming Shot. One product delivered 63% of the UK's reach, while the Rose Liquid Mask earned the most reactions per view.
- 2.2 million views on the biggest single post. One clear hook, that skin deserves something better than a sheet mask, gave the brand a repeatable winning idea.
The winning content shared one pattern. Creators named a problem viewers recognised, such as cakey makeup, red skin or no time for a sheet mask, and then showed an instant, visible change. Before-and-afters and half-face tests proved the result without a single claim, and posts filmed in real shops told people exactly where to buy.
The campaign did not just earn views. It showed that format and relatability beat follower count, and it gave Mamonde a rose-led story that audiences in four countries began to search for by name.
