The Challenge :
Miero Fiber is a health beverage that has very deep roots in the Korean market. For years Korean consumers have associated the brand with well being. Our mission; however, was to extend this image to dieting. Our client's target, being women in their 20s and 30s, demanded that we create fresh content that resonated well with consumers who spend nearly half of their phone use time (47%) on social media platforms such as facebook and instagram. In addition, many marketing research surveys, revealed an increased and intense interest in weight loss and foods that affect one's physical appearance. Not only did we have to shift our marketing paradigm from traditional TV spots to web based distribution, we also had to cross into unexplored demographic territories.
The Solution :
In order to create a trigger that would associate Miero Fiber with dieting, we developed a marketing campaign that gave deep consideration to the actual physical characteristics of the bottle. We emphasized the healthy light tones of the drink's color and the lean shape of the bottle. We casted the 2006 winner of the 50th Miss Korea beauty pageant who also happens to be a popular TV personality. Finally we associated the brand with instagram, the platform most suitable for beauty based products.
Result :
- After the conclusion of the campaign, the image of the Miero fiber can be found throughout instagram representing fitness and physical beauty.
- Miero Fiber now rivals Powerade as one of Korea's top brands in the fitness beverage category.
- Hyundai Pharmaceticals youtube channel views rose to nearly 60 million within a one year timespan.