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Scarlett × EXO
Campaign
Scarlett × EXO
Location
Indonesia
Why It Worked
Scarlett partnered with EXO’s Chanyeol during a period of explosive K-POP demand in Indonesia, strengthening its cultural relevance and elevating brand desirability across young beauty consumers.
Scarlett amplified its national presence by integrating EXO into a series of visual campaigns spanning product launches, digital ads, and seasonal promotions. Instead of using him for a one-off endorsement, Scarlett built a cohesive narrative where EXO appeared in hero visuals, video campaigns, packaging content, and social activations. The collaboration generated strong emotional resonance among EXO-L communities, with launch posts reaching massive engagement and fueling organic amplification through fan sharing.
This approach created significant buzz and reinforced Scarlett’s premium identity in the crowded Indonesian beauty market. Campaign videos and fan-made content delivered millions of cumulative views across platforms, helping Scarlett maintain momentum as one of Indonesia’s most discussed local beauty brands. The collaboration shows how strategic K-POP partnerships can deepen consumer connection, strengthen brand heat, and drive sustained visibility far beyond a typical celebrity endorsement.
Public Data Case Studies for Strategic Benchmarking
Based on Internal Insights
How a Marketplace Used K-POP Influence to Dominate Indonesia’s Digital Space
1. Tokopedia
Industry-leading awareness among Gen Z and Millennials.
During a Tokopedia event featuring BTS, the platform was visited almost 5 million times in just two hours.
Massive spike in platform engagement across Indonesia.
Tokopedia’s “Waktu Indonesia Belanja” TVC with BTS has generated over 32 million views across platforms, plus an estimated additional 24–38 million organic impressions from fan-driven sharing on social media.
consistently delivered viral-level performance, boosting share of voice.
BTS as Tokopedia’s brand ambassador had a significant influence on Tokopedia brand loyalty (academic study).
2. Shopee
Celebrity-led gamification boosted user engagement at scale.
Goyang Shopee was played 46 million times during the 12.12 campaign.
Record-breaking customer acquisition during peak periods.
Shopee 12.12 recorded 48 million platform visitors and 12 million transactions in one day.
Idol partnership strengthened brand loyalty across markets.
Stray Kids explained 51.9% of Shopee users’ brand loyalty variance (academic study).
3. Laneige
Celebrity amplification accelerated global category leadership.
Laneige’s Lip Sleeping Mask is the #1 lip treatment in the US and sells every 2 seconds globally.
BTS-driven visual identity boosted demand among younger audiences.
Limited BTS-linked editions aligned with global tours fueled repeated sell-out cycles.
Hero-SKU strategy maximized ROI and simplified consumer decision-making.
Laneige reported strong sales increases following BTS-featured campaigns (industry reports).
4. SCARLETT
Breakthrough awareness among Gen Z and K-POP fans.
Became one of its most-engaged campaigns, with launch posts attracting hundreds of thousands of likes and thousands of comments across social media.
Multi-platform reach and strong organic amplification.
Campaign visuals and videos accumulated millions views across Instagram, TikTok, and YouTube, while fan-made edits, reactions, and product reviews added significant additional organic impressions.
Reinforced brand position in a crowded local beauty market.
Consistently appeared among Indonesia’s top local beauty brands on major e-commerce platforms, with body care products frequently ranking in best-seller lists and benefiting from the heightened brand visibility.
5. Cartier
Modern masculinity narrative strengthened luxury relevance.
V’s ambassador announcement generated global media coverage across WWD, Harper’s Bazaar, Vogue, and more.
Celebrity EMV demonstrated significant brand influence potential.
As CELINE ambassador, V generated $274M EMV across 31 Instagram posts — a benchmark for Cartier’s potential impact.
High cultural resonance drove global desirability uplift.
BTS members collectively generated ~$40M EMV during fashion week seasons (Lefty reports).
6. Gentle Monster
Co-created collections elevated desirability and brand heat.
Jennie’s first Gentle Monster collection sold out within minutes of launch.
Cross-channel storytelling amplified luxury positioning.
Multiple SKUs in the “Jentle Salon” collection sold out on day one across regions.
Blended fashion, music, and culture into a premium experience.
Campaign recognized as a Gen Z luxury hit, with high conversion driven by personalization and upsell structures.