MUSINSA Creator Marketplace: Multi-Product Campaigns
MUSINSA Creator Marketplace: Multi-Product Campaigns
A marketplace workflow redesign that expanded single-product campaigns into multi-product collaborations for brands and creators.
A marketplace workflow redesign that expanded single-product campaigns into multi-product collaborations for brands and creators.
Platform
Platform
PC, Mobile
PC, Mobile
My role
My role
Product Designer
Product Designer
Timeline
Timeline
February 2025 -
July 2025
February 2025 -
July 2025
Team
Team
1 Product Manager
1 Front-End Engineer
2 Back-End Engineer
1 Product Manager
1 Front-End Engineer
2 Back-End Engineer
Overview
We reworked MCMP’s campaign structure from “one campaign, one product” to a multi-item campaign container—making Beauty campaigns easier to scale and reducing coordination overhead.
MUSINSA Creator Marketplace (MCMP) is a platform where fashion and beauty brands collaborate with creators to produce sponsored content and drive campaign results.
In this project, we addressed two issues caused by the single-product campaign structure—limited strategic brand proposals (lineups/sets) and fragmented creator execution—by introducing a multi-product campaign model and redesigning workflows on both sides of the marketplace (brand ↔ creator).
We reworked MCMP’s campaign structure from “one campaign, one product” to a multi-item campaign container—making Beauty campaigns easier to scale and reducing coordination overhead.
MUSINSA Creator Marketplace (MCMP) is a platform where fashion and beauty brands collaborate with creators to produce sponsored content and drive campaign results.
In this project, we addressed two issues caused by the single-product campaign structure—limited strategic brand proposals (lineups/sets) and fragmented creator execution—by introducing a multi-product campaign model and redesigning workflows on both sides of the marketplace (brand ↔ creator).
Context
Context
MCMP(MUSINSA Creator Marketplace) is MUSINSA’s creator collaboration platform, generating 10K+ pieces of branded content every month with partner brands.
MCMP(MUSINSA Creator Marketplace) is MUSINSA’s creator collaboration platform, generating 10K+ pieces of branded content every month with partner brands.
MCMP is a core platform where MUSINSA partner brands collaborate with creators, producing 10K+ pieces of content per month on average.
However, campaigns were built around a fashion-first one campaign = one product model, making it hard to support Beauty-native proposals like shade/color lineups and multi-item sets. This created bottlenecks in both category expansion and collaboration efficiency.
MCMP is a core platform where MUSINSA partner brands collaborate with creators, producing 10K+ pieces of content per month on average.
However, campaigns were built around a fashion-first one campaign = one product model, making it hard to support Beauty-native proposals like shade/color lineups and multi-item sets. This created bottlenecks in both category expansion and collaboration efficiency.
Porject Goal
Porject Goal
Remove structural constraints to scale brand campaigns and activate the Beauty category
Remove structural constraints to scale brand campaigns and activate the Beauty category.
Problems
Problems
The “one campaign–one product” model limited Beauty proposals and slowed category scaling.
The “one campaign–one product” model limited Beauty proposals and slowed category scaling.
Problem.1
Problem.1
Beauty collaboration underperformance.
Beauty collaboration underperformance.
Even as Beauty demand grew, the campaign activation rate remained low (7%). The average acceptance rate was 12%, about 30% below the platform-wide benchmark.
Even as Beauty demand grew, the campaign activation rate remained low (7%). The average acceptance rate was 12%, about 30% below the platform-wide benchmark.
→ The single-item structure was a key blocker to scaling Beauty campaigns.
→ The single-item structure was a key blocker to scaling Beauty campaigns.
Problem.2
Problem.2
Rising creator operational overhead.
Rising creator operational overhead.
Multi-item proposals had to be split into separate campaigns, and creators also had to upload content per campaign.
Multi-item proposals had to be split into separate campaigns, and creators also had to upload content per campaign.
→ Creators repeated the same steps across multiple campaign pages, increasing fatigue and reducing throughput.
→ Creators repeated the same steps across multiple campaign pages, increasing fatigue and reducing throughput.
How might we
How might we
How might we increase campaign flexibility for brands, lower participation friction for creators, and enable scalable category expansion within MCMP’s ecosystem?
How might we increase campaign flexibility for brands, lower participation friction for creators, and enable scalable category expansion within MCMP’s ecosystem?
Key Decisions
Key Decisions
Redefined the campaign model for multi-item proposals, then streamlined creator execution into one continuous loop.
Redefined the campaign model for multi-item proposals, then streamlined creator execution into one continuous loop.
Decision 1
Decision 1
Redefine a campaign as a scalable collaboration container (1 item → multi-item).
Redefine a campaign as a scalable collaboration container (1 item → multi-item).
Campaign = collaboration container (brief, timeline, deliverables, communication)
Item(Product) = proposal line items within the campaign
Campaign = collaboration container (brief, timeline, deliverables, communication)
Item(Product) = proposal line items within the campaign
AS-IS
Structure: 1 Campaign + 1 Item
Campaign
Item
x N times
One lineup splits into N campaigns
TO-BE
Structure: 1 Campaign & Multi Items
Campaign
Collection #1
Item
Item
Item
Item
Collection #2
Item
Item
Item
Item
Collection #3
Item
Item
Item
Item
One container, multiple collections
Decision 2
Decision 2
Unify creator execution into a single loop.
Unify creator execution into a single loop.
Consolidated scattered pages into a campaign-centered workflow.
Enabled creators to review multiple proposed items in one place and move seamlessly into execution (upload/feedback), reducing duplicate work.
Consolidated scattered pages into a campaign-centered workflow.
Enabled creators to review multiple proposed items in one place and move seamlessly into execution (upload/feedback), reducing duplicate work.
AS-IS
Enter
Accept
Receive
Create Conents
Upload
Same collaboration repeats N times: Duplicate work, fatigue accumulates
Track A - Item A
Enter
Accept
Receive
Create Conents
Upload
Track B - Item B
TO-BE
Enter
Item A
·
Item B
Accpet
Item A
·
Item B
Receive
Item A
·
Item B
Create Contetns
Unified
Upload
x 1
All items handled within one campaign page: workflow stays constant
Campaign Page - Multi items
Solution Highlights
Solution Highlights
To increase brand proposal flexibility and improve creator execution efficiency, we redesigned workflows on both sides of the marketplace.
To increase brand proposal flexibility and improve creator execution efficiency, we redesigned workflows on both sides of the marketplace.
Solution 1
Solution 1
Partner Office (Brand/Admin) → Enable flexible proposals
Partner Office (Brand/Admin) → Enable flexible proposals
Support multiple products within a single campaign.
Enable Beauty-style proposals such as sets/bundles and shade/color lineups.
Standardize the campaign as a reusable unit of work that scales across categories and product types.
Support multiple products within a single campaign.
Enable Beauty-style proposals such as sets/bundles and shade/color lineups.
Standardize the campaign as a reusable unit of work that scales across categories and product types.
Solution 2
Solution 2
Creator experience → Reduce friction and streamline execution
Creator experience → Reduce friction and streamline execution
Review and accept all proposed products directly in the campaign detail.
Combine proposal review and content upload into one end-to-end flow, minimizing fragmentation and duplicate work.
Review and accept all proposed products directly in the campaign detail.
Combine proposal review and content upload into one end-to-end flow, minimizing fragmentation and duplicate work.
Impact
Impact
Early post-launch signals show improved Beauty campaign acceptance after the rollout of multi-product campaigns.
Early post-launch signals show improved Beauty campaign acceptance after the rollout of multi-product campaigns.
+2.96pp ↑
Beauty acceptance rate
Recharge lead time (low-balance recovery)
Recharge lead time (low-balance recovery)
Launched multi-product campaigns (Jul 23) to enable Beauty lineup/set proposals.
Beauty acceptance: 9.20% → 12.16% (+2.96pp / +32%) by Aug 1.
Launched multi-product campaigns (Jul 23) to enable Beauty lineup/set proposals.
Beauty acceptance: 9.20% → 12.16% (+2.96pp / +32%) by Aug 1.