Carepod
Tagline
Carepod - The world’s simplest, cleanest award-winning humidifier.
The Summary
With its award-winning, minimalist design, Carepod powerfully fights dry air indoors, and most importantly, is the first humidifier that can be sterilized, leaving it safe and 99.99% germ-free.
The Challenge
Carepod is a leading humidifier brand and popular bestseller in Asia locations, such as Japan, Korea and China. However, they were ultimately seeking to make their mark worldwide.
Last year, Carepod approached Kairos to conquer their next big move in their long-term global vision — breaking into the United States market.
Over the course of several months, our team successfully designed and executed a brand and marketing strategy that launched Carepod onto their path to becoming a successful, trusted household name in the U.S.
Strategy workshop
The Solution
The journey to taking Carepod from a minimal to a thriving presence in the United States was a rich, multi-step process. Our team at Kairos worked with Carepod across several key areas that included branding, marketing, e-commerce, as well as press and influencer outreach.
Crafting the Strategy
The first step was fully understanding the humidifier market and identifying the different factors that would impact Carepod’s entry.
Our team conducted a thorough industry and competitor analysis to assess both global and U.S landscapes, the humidifier brands that were considered dominant players, and the ideal audiences for targeting. We additionally carried out a SWOT analysis to fully understand \the conditions for Carepod’s arrival.
Based on these insights, we identified Carepod’s value proposition and designed a go-to market strategy and timeline. Our plan was broken up into several phases, each of which prioritized different audiences, distribution channels, and marketing activities.
Research & strategy deck
Building the Brand
Now we had the numbers and the shape of our ultimate strategy. But our team knew that in order for Carepod to feel truly compelling, the next ingredient was to give life and heart to the brand — our specialty at Kairos.
We had the benefit of beginning with Dr. Hyung Joo Kim’s personal story. As the founder of Carepod, he was first moved to invent the humidifier to create a safer, cleaner alternative for his family to use at home. Dr. Kim went on to launch his company in order to provide this same opportunity for folks worldwide.
In alignment with the story, our team crafted a brand voice that was warm, empathetic and joyous. We wanted the Carepod experience to echo the comforting relationship one might have with a lifelong family doctor. Education would always be delivered honestly and positively. Customers would feel fully supported in their journey to daily health.
With this in mind, we carried out this unique brand story and voice across Carepod’s multiple marketing channels, including the website, email, social and ads.
Careod Stylescape
Launching E-Commerce
Making Carepod accessible to all required a successful e-commerce infrastructure, guided by our overarching strategy and sales funnel.
Our team at Kairos designed a new, responsive English-language website to promote Carepod’s core humidifier model, with a special emphasis on brand story and product benefits. Additionally, we launched a series of digital ads across Facebook, Instagram and Google to garner interest and retarget U.S. audiences.
Customer service was a huge priority for us. We knew that it was an essential part of a positive experience. Our team guided and provided scripts for Carepod’s customer service representatives to make their interactions as fluid as possible.
Through this work, Carepod successfully attracted new interest, persuaded undecided prospects and transformed existing customers into fans.
Carepod landing page with media features
Carepod with blog contents on Shopify platform with mobile dashboard.
Press and Influencer Outreach
Lastly, to further gain visibility for Carepod, our team designed a partner and influencer community program, and reached out to relevant press.
First, with our network of influencers across beauty and health spaces, we nurtured positive brand experiences, which helped to generate organic reviews and helpful product feedback. We created a new website section titled “Love Notes” which allowed visitors to experience the reviews for themselves.
Next, our team crafted press releases to mark the launch of Carepod in the U.S., and to note other significant events, such as Carepod’s retail arrival in Costco Korea, as well as their core product’s official FDA clearance.
We also reached out to prominent outlets that were trusted household names nationwide, such as Forbes, Bazaar, and New York Times (NYT), successfully netting significant product mentions, that further built brand credibility with audiences.
Influencer/content creator partners
The Result
Since our team began working with Carepod to execute their launch in the United States, the company has significantly expanded both their brand and sales presence. Soon after the initial launch, there were about 174k sessions which generated slightly over a million dollar revenue in the span of 6 months.
Carepod has now been featured on and endorsed by well-known outlets, such as Forbes, Bazaar, CBS, New York Times (NYT), Health Magazine, and Livestrong.
Carepod media features
More than 15k units have been sold online through the new e-commerce website, even selling out due to popularity and high demand. Brand mentions have increased by 10,000% percent, and Carepod’s influencer community continues to grow swiftly as well with over 300+ influencers, affiliates and content creators around the world.
Through our work, Carepod’s U.S. launch has been overwhelmingly successful. Today, we continue to assist them on their path to global popularity.
Stats
• In 2021 - $742K (3 months after launch)
• In 2022 - $2.6 million
• 255% YOY growth rate
• 5x ROAs with 3.17% conversion rate
