Challenge
Cheong Kwan Jang is the world’s No.1 ginseng brand. It is manufactured by Korean Ginseng Corporation, with national quality assurance. Mainly 30-year-old group purchased the products. The current global brand endorser is Korean actor Lee Minho. To rejuvenate the brand, we held an online event in the form of UGC (user-generated content). As long as participants uploaded photos or videos on social platforms with designated hashtags, people could join in the lucky draw. The campaign aimed to communicate with Gen Z (born from 1995 to 2010).
Insight
Gen Z was born in the digital world. There are about 3.75 million Gen Z in Taiwan, accounting for 16% of the total population. They get online via mobile devices. They like images more than texts. They often watch short videos on Tiktaok and YouTube. They are very dependent on social media, especially Instagram. They follow influencers and trust the opinions of KOLs and KOCs.
Idea
Campaign mechanism
The UGC campaign “The Moments!” attracted Gen Z to share images or videos that were cool, warm, or funny on four social media platforms (Facebook, Instagram, YouTube, and TikTok). Posted with hashtags (#TooCrazy_CheongKwanJang, #TooEmotional_CheongKwanJang, #TooFunny_CheongKwanJang) then got a chance to win electronic products. Besides, if participants uploaded a public 60-second video on YouTube Shorts with the hashtag #Shorts and any of the hashtags above, participants could get two chances for the lucky draw!
Publicize
In response to the usage behaviour of Gen Z, we conducted word-of-mouth marketing on Dcard and Internet forums. We invited KOLs (HowHow, A-Han, and Hook) that young people keep up with and 20 micro-influencers to participate in the event on different platforms. In addition, we targeted 18 to 30-year-old audiences and advertised on Facebook, Instagram, and YouTube.
Result
The event had a total of nearly 2,000 participants.
Campaign site: https://bit.ly/3GRTBjS
The Landing Page
The colourful visual design echoed the liveliness of young people. People could easily read the terms and conditions step by step. At the same time, electronic products are highlighted to increase Gen Z’s participation.
KOL marketing
Three KOLs collaborations:
- HowHow: He created a 60-second Instagram video combined with three 20-second contents, each presenting #TooEmotional, #TooFunny, and #TooCrazy. The advertorial king HowHow even let his baby show on the screen to drive traffic. He also authorized videos for social and outdoor advertising.
- Hook: She created posts on Facebook and Instagram. By wearing hanbok, she caught her fans’ attention.
- A-Han: He created a post on Instagram. Playing the role of a landlady and sharing her life memory photos made audiences leave comments under the post.
20 micro-influencers marketing
We invited 5 KOCs on Facebook, 10 on Instagram, 2 on YouTube, and 3 on TikTok to participate and advertise the event.
Internet forums marketing
We conducted word-of-mouth marketing on PTT, Mobile01, Dcard, and Facebook communities. Besides, we exposed advertorial news and native ads on Dcard to attract more young people.
Digital advertising
Targeting young audiences, we advertised on Facebook, Instagram, and YouTube. We advertised in Lee Minho’s branding material in the early stage and changed to HowHow’s 3 short videos in the later stage.
Outdoor advertising
We advertised a 60-second video at Zhongshan District to boost awareness.
