Kiramoon Beauty
Linking Female Gamers to a Skincare Brand Using Social Media Strategy
Created a marketing plan for Kiramoon, launching the "Wield The Whimsy" campaign to compete with top brands and engage adult female gamers.
Project Summary
3D models for a Kiramoon x Mario Kart partnership and a stand-alone comic book series for Webtoon.
Deliverables
See the full project breakdown below. ⬇️
My Role
Researcher and Experience Designer
Ora Watanatham, Creative Brand Manager
Helina Markos, Creative Brand Manager
Chunjie Shan, Creative Brand Manager
Vanessa Galdamez, Copywriter
Aisling Deane, Copywriter
Smera Dhal, Art Director
My Team
Google Scholar, Midjourney and Notebook LM
My Research Tools
Adobe Creative Suite, Midjourney and SketchUp
My Design Tools
Kiramoon competes with brands that attract Gen Alpha through bold packaging and social media hype. Tweens, influenced by TikTok and peer trends, are driving more visits to Sephora. As one girl told Mashable, “Sometimes it’s not the result, it’s just the packaging.”
Meanwhile, 70% of Kiramoon’s audience is women aged 18-34 who love gaming, pop culture, and self-care. Our research identified Joy Jumpers—female gamers drawn to creative, community-driven games with nostalgic storytelling. By engaging this audience, Kiramoon can strengthen its brand through storytelling, aesthetics, and emotional connection.
The Context
The Ask
How might we develop a comprehensive strategic marketing plan that propels the brand's growth over the next five years?
Insight One ➡️ Joy Jumpers Love Specific In-Game Elements
Unlike female gamers who prefer traditionally male-dominated spaces, Joy Jumpers are drawn to games that uniquely blend specific elements. While these features can be found in popular games, it’s their combination that defines the Joy Jumper experience.
Joy Jumpers typically enjoy games that offer:
Completion – Unlocking achievements and finishing missions.
Fantasy – Immersing in new identities and worlds.
Design – Customization and creative expression.
Community – Team play and social interaction.
Story – Engaging narratives and interesting characters.
Insight Two ➡️ Mario Kart is an Overlooked Joy Jumper Favorite
Mario Kart 8 includes core elements that appeal to Joy Jumpers, making it a favorite among millennial players—the key audience Kiramoon seeks to engage, rather than younger tweens.
Extensive Customization – With 13,350 character configurations, including 41 vehicle bodies, 22 tire sets, and 15 gliders, players can personalize their experience.
Iconic Characters – The Mario franchise features legendary female characters like Princess Peach, a staple in Mario Kart 8.
Achievement & Rewards – Players can unlock exclusive prizes and characters, including the highly sought-after Gold Mario.
These features resonate with Joy Jumpers’ love for creativity, progression, and immersive play.
Insight Three ➡️ Comic Fans and Gamer Girls Overlap
However, with high licensing costs, we explored alternative forms of experiential media that capture the Joy Jumper experience without relying on brand partnerships.
One promising avenue is comic books, a medium enjoyed by 38-40% of female gamers, offering rich storytelling and visual engagement that align with Joy Jumpers' interests.
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de Luna, Elizabeth. (2024, January 21). Why are tweens so obsessed with Sephora? We asked them to find out.Mashable.
FinancesOnline. (n.d.). 51 Significant Video Game Demographic Statistics: 2024 Data on Age & Gender. Link
Mintel. (2022, December). Books, E-books, Graphic Novels & Magazines. Link
Video Games Chronicle. (2020, January 31). Almost 40% of Mario Kart Tour players are female. Link
Yee, N. (2016). The gamer motivation profile: What we learned from 250,000 gamers.Quantic Foundry. Retrieved December 5, 2024.
A five-year marketing strategy for Kiramoon, culminating in a Kiramoon x Mario Kart collaboration and a standalone Kiramoon comic pilot on Webtoon, both set to launch in the latter half of year five.
Solution
See the slideshow below for our Mario Kart x Kiramoon collab and independent comic pilot. ⬇️
Final Midjourney Designs completed with Smera Dhal
Initial Line Drawing Concepts Made Using Midjourney
Midjourney Concepts Created by Smera Dhal Using Initial Concepts
Final Kart Mockup
Experiential Brand Interaction: World of Kira Webtoon Comic
This standalone comic series, The World of Kira, is fully developed by Kiramoon and independent of external brand partnerships. Set to debut on Webtoon—which boasts 85.6 million active users as of March 2023—the series introduces its characters and immersive world. Dive into the pilot episode here.
To support this concept, we created a 12-month social media calendar for Kiramoon, outlining the release schedule for World of Kira episodes. Each month features a new episode, with themed releases for special holidays, such as Valentine’s Day. View Social Media Content Plan Here.
Title Page
Nadia Running from Mr. Negative
Miss Kira's First Appearance
Miss Kira Gives Nadia a Moon Globe Roller to Defeat Mr. Negative
Nadia 'Wielding the Whimsy' Against Mr. Negative
World of Kira Characters
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Nadia
Nadia is a stressed career woman in advertising, constantly overshadowed by a teammate who steals her ideas. Her anxiety and self-doubt, like many women worldwide, manifest in skin issues.
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Mister Negative
Mr. Negative is the physical embodiment of women's insecurities. With his shapeshifting abilities and powers of darkness, his sole mission is to trap women like Nadia in endless cycles of self-doubt.
He serves as the main antagonist of the story.
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Miss Kira
Miss Kira personifies the Kiramoon brand as its ruler and a champion for women.
As Mister Negative’s optimistic nemesis, she helps women embrace and "wield the whimsy."
Rather than being the hero, Miss Kira serves as a guide, reinforcing Kiramoon’s message—empowering consumers to discover their own magic through skincare.
World of Kira: Integrating Kiramoon Products and Brand Expansion
The World of Kira comic connects Kiramoon’s story to its real-life products. In the comic, Miss Kira gives Nadia a Moon Globe Ice Roller to help her defeat Mister Negative. In real life, Miss Kira also guides users on the Kiramoon website, helping them find the right products.
Our social media strategy involves two parts: the Kiramoon x Mario Kart collaboration, which directly appeals to Joy Jumpers’ gaming interests, and the World of Kira comic that engages the 38-40% of female gamers who love comics. Publishing a comic on Webtoon removes cost barriers to users by providing free access and keeps Kiramoon in control of the release schedule without relying on brand partnerships.
Kiramoon CEO, Lindsey, praised the comic as very creative.
Impact 💥
Blending my love for comics with a skincare brand was an unexpected but rewarding. This project let me combine creativity with strategy, making the entire process both enriching and fulfilling.
Project Reflection
Check out my other projects below. ⬇️
