Olive Young US Launch

Make the launch a real moment, not just foot traffic, and build a social presence that would keep the momentum going long after opening day.

DIVE ran the full launch over five months across social, content production, and influencer marketing, building a content library native to TikTok and Instagram, from teaser countdowns and street-style content to live coverage of the Pasadena and Century City grand openings. On the influencer side, I built the creator tiering across nano, micro, and mid-tier creators, while our talent manager handled selection. On launch days, I was on site with each creator, walking them through the store and the activation so they understood the space and their content landed on brief. I posted DIVE-produced content, creator content, and stories to Olive Young’s channels, and supported our production team on set when needed. Community management became one of my biggest levers. I shaped Olive Young’s voice online, an unnie with Korean roots and a Gen Z sense of humor, and showed up every day in the viral and celebrity conversations its audience was already following, treating each reply as its own piece of content rather than an afterthought.

Olive Young went from teaser content to two grand openings, growing its US account from its start to 50,000 followers in five months and reaching 2.5 million impressions on its own channels. The influencer program added around 1.4 million impressions and 44,400 engagements. The comment section turned into one of the launch’s strongest organic channels, with replies regularly earning over 1,000 likes and making Olive Young a recognizable voice in K-beauty conversations it didn’t start.