Building the Cycle of Growth: The Full-Funnel Strategy Behind 3WAAU's $75K Launch

My fundamental belief is that marketing is a cycle—social media, web pages, and paid ads do not operate in isolation. Instead, they must work in synergy to build a unified brand image and deliver sustainable results. This philosophy was the foundation I used to build the marketing ecosystem for 3WAAU, Korea’s first customized hair care brand under COSMAX, driving it to achieve $75K USD in monthly sales within its first year.

The Challenge: A New Category Needs a Macro-Strategy

My role involved managing the annual marketing plan and budget, requiring a big-picture business perspective. The challenge was unique: we weren't just selling a product; we were introducing a new concept—customized hair care—which carried a higher price point and a more complicated purchase journey (a 1:1 consultation).

To overcome this, I anchored the entire strategy around the sequential customer journey and the principle of optimal ROI:

Awareness → Engagement → Purchase → Brand Loyalty

The Activation: Igniting the Top of the Funnel

The initial phase required solving the awareness problem. Instead of relying solely on paid ads, we activated the brand through experiences. I led BTL activations (like the Singles Beauty Concert) and strategically managed influencer seeding to create genuine buzz and word-of-mouth. This integrated effort ensured that the brand concept was communicated through multiple, synergistic channels—the content created through these activations then fed into our paid media strategy, dramatically accelerating brand recognition and engagement.

The Execution: Driving Efficiency Through the Cycle

As we moved down the funnel to Purchase, the focus became relentlessly data-driven. This is where the synergy between content and data proved critical:

• Content Insight: We developed content that uncovered the customer's hidden pain point (the hassle of endless research) and positioned our customized product as the effortless solution.

• Data Strategy: I used data to troubleshoot conversion issues, such as leveraging high-value buyer lists to create refined Lookalike Audiences for paid media. This insight-driven targeting allowed us to achieve massive returns (e.g., 543% ROAS improvement), proving that human strategy is essential to feed the AI advertising machine with the right context.

By treating the entire marketing operation as a single, fluid cycle, we ensured every resource spent contributed directly to the ultimate goal. This holistic, full-funnel approach is the core strength that transforms high-potential brands into market leaders.