CONTENT CREATION COMPETITIONS
Fueling creativity : where adventure meets content creation with
#NongshimUSA & #KIASoul
THE SHIN ROAD
Background
Nongshim USA is a renowned food company, known for its iconic product, Shin Ramyun. This South Korean staple has held a special place in Korean culture since 1986, with over 22 billion bags sold so far. The challenge was to introduce & familiarize Nongshim’s products to a broader General Market.
Challenge
To expand the reach of Nongshim’s products beyond their traditional Korean audience, we needed to increase General Market awareness, showcase the brand’s versatility, and leverage the power of influencers to connect with their audiences.
Solution
To address these challenges, I devised the “Shin Road” campaign. The strategy included a few elements.
1) Influencer-filled road trip: The core of the campaign involved a road trip with the diverse team to show the versatile and easy consumption of Shin Ramyun on the road.
2) Application Process: To create an application process, a new website was launched to select two attendees that would create UGC content, to be in the run of competition for the best content, judged by Nongshim’s marketing team, to win a prize of $1,000 each.
3) Two Competitive Teams: Two teams, each with a content leader, influencer, and attendees embarked on unique routes through California, capturing captivating content of Nongshim’s products along the way. One team went East to Valley of Fire State Park, while the other drove up from LA to San Francisco exploring the renowned Big Sur route. Two teams would compete to win the content prize.
4) Content Creation: The teams filmed cooking videos with Shin Ramyun at picturesque campsites and created engaging content featuring Nongshim snacks while on the road.
5) Oversight and Facilitation: To ensure that all that was planned would run smoothly, I oversaw both trips, ensuring the right balance of experience and content creation for all the attendees.
6) Digital Promotion: The campaign leveraged digital banners, print ads, press releases, and social media platforms, including Instagram and YouTube, with #theshinroad, to keep audiences engaged and informed.
Results
The Shin Road lead to remarkable results.
The campaign garnered over 500,000 impressions and high engagement on YouTube and Instagram, sparking conversations and interest in Nongshim products. Brand affinity and loyalty grew, existing consumers developed a deeper affinity for the brand, while the campaign successfully introduced Nongshim to the larger general market.
The performance lead Nongshim to continue working with the influencers that were recruited for other promotional activities. The recruitment website kept those that did not make it to the attendee lists engaged in the content as the two teams went on the way.
The Shin Road effectively promoted Nongshim’s products as easy and delicious to eat, to a broader audience through an innovative road trip concept, leveraging influencers, user-generated content, and strategic digital marketing efforts. The results demonstrated increased brand recognition and loyalty, showcasing Nongshim’s commitment to share flavors with the world.
THE SHIN ROAD TEAMS
TEAM A
INFLUENCER:
JOON LEE COMEDY
CONTENT LEAD:
CALIHOLIC
RHODE
KELSEY
FURKHAN
ROUTE A
TEAM B
CONTENT LEAD:
KOORISU
INFLUENCERS:
THE NOLAN TWINS
SAMANTHA
ALY
ROUTE B
CONTENT LEADS
BY KOORISU
BY CALIHOLIC
MICRO/INFLUENCERS
BY JOON LEE COMEDY
BY THE NOLAN TWINS
NANO/INFLUENCERS
BY ALY
BY SAMANTHA
KIA SOUL
Background
KIA was launching their new model, KIA SOUL. The new edgy model had fun features added to the car, such as mood lightings that matched to the music playing inside. They wanted to reach younger drivers, highlighting the sound and lighting system with artistic and expressive artists of Los Angeles.
Challenge
To create more the noise around the launch of the new KIA Soul model, KIA was looking for content incorporation with diverse creators of the upcoming generations of the growing Korean and Korean American communities.
Solution
We wanted to get the word out to a larger audience of creators, though we would be selecting four groups total. To motivate and drive the audience, we created an application process for an opportunity to win $2,000 as a team. We created guidelines and used Paid Social to get the word out. We took applications from artists, dancers, musicians and selected the four teams.
We provided auto feature guidelines from KIA for the participants to highlight, while still allowing the creatives to expand on their style and ideas of bringing the KIA Soul to life.
Results
The content created by our Korean and Korean American creatives were used for Press Releases for KIA and posted on all of their own channels for engagement and promotion onto diverse platforms.
This campaign gathered more than 200,000 impressions, drawing out strong engagement from the followers of the creatives, boosting the CTR of the KIA homepage, and giving voice and opportunity to the participating creators of a cash prize.
#FeelYourSoul