A guide to successful marketing campaigns in Korea for luxury and premium brands
The Campaign and Activation Strategies in Korea is a new and exclusive report by Asiance that provides a guide on how to develop successful marketing campaigns and activations in Korea. This report shows and analyzes real examples of advertisements and campaigns carried out by luxury and premium brands, highlighting practices that other brands can learn from when they plan future campaigns.
Report Objectives
- Provide insights on Korea’s main online platforms, along with an overview of the digital consumer journey and types of ads on Naver and Kakao.
- Dive into digital marketing strategies such as the use of celebrities, driving engagement on social media, localization of campaigns, and the use of emotional advertising.
- Showcase best practices in how to market pop-up events, leverage the flagship store, run campaigns during holidays and key seasons.
Marketing in Korea
Korea has a huge percentage of the population that actively uses social media, has a unique digital ecosystem, and a compact geographical setting that contributes to the rapid spread of trends. Naver and Kakao are the two most widely used platforms in Korea that provide a wide range of communication, media, e-commerce, and advertising services. This section introduces the marketing seasons in Korea, shows examples of advertisements from luxury brands, and analyzes practices that improve the effectiveness of such advertisements.
Digital Marketing Strategies
This section analyzes various campaigns organized by luxury and premium brands and breaks down what elements of these campaigns appeal to consumers: local celebrities, emotional advertising, and relatable personas. According to an internal survey conducted by Asiance, 96.8% of Korean consumers who remembered ads featuring ambassadors responded that ambassadors have a positive impact on the brand image. Beyond just merely using celebrities for advertisements, it is important to understand how celebrity activations generate engagement on social media and how to localize campaigns for the Korean market. Another aspect of advertising in Korea to consider is the use of emotional advertising. Advertisements from Korean brands have brought out various emotions such as nostalgia and fondness and created personas that consumers can connect with. Luxury brands have also used emotional advertising in campaign films to trigger heartfelt emotions that help viewers associate themselves with the brands.
Best Practices
This section brings examples of best practices over the past recent years from brands that have organized pop-up events, leveraged the flagship store to enhance visitor experience, organized memorable campaigns for the holidays and brand anniversaries. Actual examples of activations and campaigns will be analyzed so that readers can apply best practices to future campaigns.
Download a preview version of the report through this link.
Contact us at dsi@asiance.com to purchase your Campaign and Activation Strategies in Korea Report today!
