Korean beauty brand The History of Whoo picks Kingdom Digital for social duties

South Korean beauty brand The History of Whoo has named Kingdom Digital its social media agency in Malaysia to manage its Facebook and Intagram account for six months with the possibility of an extension. The appointment follows a pitch held in June but neither the brand nor Kingdom Digital shared details of the pitch and the incumbent.

This comes as the brand looks to structure its digital marketing communication efforts, with the objective of increasing brand awareness digitally. Founded in 2003, The History of Whoo came about when the South Korean government commissioned LG Household and Health Care to launch a holistic, premium skin care range that showcased the country's cultural heritage.

Both parties are currently working to drive awareness for The History of Whoo's upcoming roadshow which will run from 25 September to 4 October at Pavilion KL and Mid Valley to promote its CheonGiDan range. This win adds on to Kingdom Digital's list of beauty and cosmetic clients including SILKYGIRL and Kopas Cosmetics. It also previously worked with LANEIGE Malaysia.

Emelia Foong, brand manager at The History of Whoo, told A+M that the agency demonstrated an in-depth understanding of its brand positioning and rich cultural heritage. Besides, the agency has worked with an extensive portfolio of beauty brands, which was an added advantage, she said.

"With its insight-driven content strategy and social approach, we believe it will help us to strengthen affinity within the Malaysian market as well as create better engagement with our consumers online," Foong added.

Kingdom Digital's managing partner, Ryan Ong, said the agency's vision is to improve brand awareness, desirability, and visibility of The History of Whoo’s brand in the luxury skincare market. "At the same time, we strive to change the perception of the brand from traditional to one for the modern woman. With online purchases continue to increase, the other objective is to recruit new customers by driving them to the brand's eCommerce platform for conversions," he added.

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