CASE STUDY / MEDICUBE
creating CULT STATUS FOR MEDICUBE'S SKINCARE DEVICES
Media Relations / Influencer Programming / Eventing / Celebrity Partnerships
K-beauty skincare brand Medicube approached 5WPR with the challenge of driving U.S. awareness, increasing credibility and purchases of Medicube's medical grade devices and skin care products, previously only known and available in South Korea. Such devices feature premium price points and high consideration before purchasing, especially outside a professional setting.

STRATEGY
5WPR executed an always-on digital campaign for Medicube's Booster-H device, securing partnerships with mega influencers like Tati Westbrook, Mikayla Nogueira, Laura Lee and Sarah Palmyra. Each featured in depth usage and result oriented visuals to excite and educate consumers. We also created a fan in renowned NYC dermatologist Dr. Dendy Engelman, who organically plugged the brand in VOGUE and TODAY Show pieces, in addition to integrating the device into Shafer Clinics' facial treatments.
This highly circulated campaign caught the attention of Hailey Bieber, who used the device in a skincare GRWM on TikTok. 5W leveraged this virality for an earned media blitz, landing coverage from all goal outlets. Not stopping there, 5W worked with Medicube to ensure Hailey's favorite products were included in Amazon Prime Day, offering a second news hook tailor-made for sales conversion. The buzz generated such a groundswell of coverage that we sparked the interest of A-list celebrity Khloe Kardashian and executed a paid campaign to help support the launch of the latest innovation, Booster PRO.
The winning combination of celebrity, virality and Amazon availability added more coverage and a time-sensitive motivation for U.S. shoppers to purchase this must-try.

In less than two years of our partnership, 5W secured over 420 brand and product placements, alongside more than eight editorial award wins in top publications such as Marie Claire, Harper's Bazaar, SELF, New Beauty, Cosmopolitan, and Best Products. A sponsored Instagram Reel with Khloe Kardashian garnered significant traction, reaching 21 million views, generating 6,100 comments, and attracting over 13,000 new followers. This engagement also boosted the company's stock price by 16% within a week and led to additional coverage in US Weekly, NewBeauty, Newsweek, and more. Within just three months, the Hailey Bieber x Medicube collaboration achieved 25+ earned media placements and 2.5 billion impressions, with more than half dedicated to product features in outlets like ELLE, Harper's Bazaar, Vogue, Cosmo, and Bustle. An always-on digital campaign delivered 78 million social media impressions, leading to a return where sales more than doubled the initial investment. The brand also attracted organic celebrity attention, including a spontaneous Instagram post by Ke$ha.
RESULTS
