Anua - Influencer Marketing Strategy (North America)
Developed a strategic influencer marketing proposal for Anua, a Korean skincare brand, focused on expanding brand awareness and product adoption in the North American market through TikTok and Instagram Reels. The proposal positions Anua as an accessible, gender-inclusive skincare brand while maintaining its Korean beauty credibility.
Anua Heartleaf 77% Soothing Toner
Primary Influencer Collaboration
Hana Shim
Korean-American beauty & lifestyle creator
Platforms: TikTok & Instagram (@hanashim)
Why Hana Shim
Hana Shim was selected as the top-priority collaborator due to her ability to naturally bridge Korean skincare culture and North American consumer behavior. Her content style and audience positioning make her an effective translator of K-beauty routines for Western audiences.
Account & Audience Insights
Audience: Korean + American / Asian-American skincare consumers
Content focus: K-beauty routines, skincare education, lifestyle
Primary platforms: TikTok & Instagram Reels
Tone: Trust-based, educational, aesthetic yet approachable
Her audience is already familiar with the credibility of Korean skincare brands while actively discovering products through platforms like Olive Young, making her a strong conversion-driven partner.
Collaboration Goals
Position Anua as a trusted, everyday calming toner, not a trend-only product
Reinforce brand credibility through Olive Young social proof
Drive saves, comments, and purchase intent through routine-based integration
Proposed Content Angle
“Hana reviews a toner that consistently sells out at Olive Young and explains why Heartleaf is a staple ingredient in Korean calming skincare routines.”.
Additional Influencer Collaboration
Jake Shane
American comedian, podcaster, and content creator
Platforms: TikTok & Instagram (@passthatpuss)
Why Jake Shane
Jake Shane was selected to expand Anua’s reach beyond traditional beauty audiences and introduce the brand to a broader, mainstream North American consumer base. As a comedian and podcast host, Jake’s content thrives on authenticity, humor, and relatability—making him an ideal partner for normalizing skincare for men.
His audience does not follow him specifically for beauty content, which allows Anua to appear in a non-intrusive, lifestyle-driven context rather than a conventional sponsored skincare review. This positioning helps reinforce Anua’s brand message that skincare is accessible, gender-inclusive, and part of everyday self-care.