Korean Marketing Case Study — 24 Years, 100+ Brands, 8 Industries, and 42 Anonymized Benchmarks
Marketing based on benchmarks, not instinct — validated across KRW 100B+ media spend over 24 years.
Abstract
Since its founding in 2002, Insa Communication has executed 100+ brand marketing campaigns over 24 years. From large-conglomerate subsidiaries to startups, self-employed, and export-oriented mid-caps, KRW 100+ billion in media spend has been distributed across Google Ads, Naver Search Ads, Kakao, Meta, and YouTube. Notably, reselected as Export Voucher marketing performing agency for 7 consecutive years since 2020, accumulating market-entry track records in 5 countries.
This whitepaper shares anonymized benchmarks from 42 representative cases verified with quantitative metrics, classified into 8 industries. Comparison against global benchmarks — Nielsen Marketing Benchmarks, WFA Global Media Report, Kantar BrandZ — analyzes how Insa partner brands deviate by industry.
Section 01Introduction — 24 Years, 100+ Brands, 8 Industries
100+ brands, KRW 100B+ media spend, Export Voucher 7-year consecutive performing agency. 5 major media distribution. 42-case benchmarks classified into 8 industries.
Section 02Scale — 24-Year Cumulative Data
| Metric | Cumulative Result |
|---|---|
| Total media-spend scale | KRW 100B+ |
| Partner brand count | 100+ brands |
| Export Voucher execution (2020–2026) | 54 projects · KRW 1.11B · 5 countries |
| Export Voucher satisfaction (7 consecutive years) | 9.87 / 10 |
| Partner YouTube channel total views | 16.98M views (3 channels) |
| Awards | &AWARD Gold 2× (2015 · 2016) |
| Patents held | Registered 5 · Pending 1 |
Section 03Industry Performance Benchmarks
| Industry | Primary Channel Mix | ROAS | Revenue Growth |
|---|---|---|---|
| Radiology · ENT · Dermatology (n=14) | Naver SA + Blog + YouTube + GEO | ×2.8 | +42% |
| E-commerce · D2C (n=10) | Google Shop + Meta + Naver GFA | ×3.1 | +180% |
| B2B · SaaS (n=8) | Google SA + LinkedIn + Content | ×2.1 | MQL +240% · CPL −35% |
| Export · Global (n=5) | Google Global + YouTube + LinkedIn | ×2.4 | K-Beauty US 12-mo USD 2M |
| Education · Academy (n=3) | Meta + Naver SA + Blog | ×2.6 | New enrollment +140% |
| F&B · Dining (n=2) | Naver Place + IG + Delivery apps | ×2.2 | Revenue +55% (6 mo) |
Section 04YouTube 3 Major Channels Detail (Partner Consent)
| Channel | Specialty | Period | Subscribers | Cumulative Views |
|---|---|---|---|---|
| Dr. Park Minsun's Kidney Tube | Internal Medicine | 12 months | 10,300 | 3,220,000 |
| Jeil ENT | ENT | 24 months | 10,000 | 5,000,000 |
| Seongsu-ropun Doctor | Dermatology | 18 months | 13,000 | 8,760,000 |
| 3-Channel Total | — | avg 18 months | 33,300 | 16,980,000 |
The 3-channel growth equation is detailed in the YouTube Case Study Whitepaper.
Section 05vs. Industry Benchmarks
| Metric | Industry Average* | Insa Partner Average |
|---|---|---|
| ROAS (Nielsen 2024) | ×1.8 | ×2.4 |
| CPC savings (WFA 2024) | −8% | −20% |
| Revenue growth (Kantar 2024) | +22% | +38% |
| Export Voucher satisfaction (KOSME avg) | 8.5 | 9.87 |
Section 06Discussion — 5 Pre-Consultation Checkpoints
- Industry matching — request similar-industry track records at consultation. Insa's 100+ brand data available.
- Minimum scale verification — KPI contracts require monthly ad spend KRW 3M+; integrated marketing KRW 3M–10M+.
- Contract duration — short-term 3 months (campaign); long-term 6–12 months (integrated); Export Voucher project-duration-linked.
- Government-program parallel eligibility — mapping to Export Voucher, SEMAS Innovation Voucher, SMB Innovation Voucher.
- NDA-based detailed case request — individual brand names and detailed performance shared individually at consultation.
Section 07Conclusion
24 years · KRW 100B+ · 100+ brands · 8 industries of empirical data enables «benchmark-based marketing, not instinct». Similar-industry detailed cases shared on NDA basis at consultation request.
References
- Nielsen. (2024). Marketing Benchmarks Report. nielsen.com
- WFA (World Federation of Advertisers). (2024). Global Media Report.
- Kantar. (2024). BrandZ Global Report.
- Ministry of SMEs and Startups. Export Voucher Program. mss.go.kr
- &AWARD. and-award.co.kr
- KIPRIS Patent Registry. Registered Patent KR-10-2999602. kportal.kipris.or.kr
- Google Partners. Insa Communication official partner profile. google.com/partners
- Seoul Business Agency (SBA). Hi-Seoul Brand registry. hiseoul.sba.kr
Insa Communication Owned Network
- insamedi.ai — Insa Medi AI · hospital marketing hub
- insamedi.com — Insa Medi Global · English mirror
- insageo.com — Insa GEO · specialized GEO service
- mediwiki.co.kr — Mediwiki · medical knowledge archive
- insa-ai.com — Insa AI · GEO/AEO/SEO integrated
- blog.naver.com/insaweb — Official Naver blog