Jinro Campaign

Client: HiteJinro – Soju Campaign: Linear TV Channels: Traditional & CTV

About the campaign.

About the Brand:

HiteJinro is a well-known South Korean alcoholic beverage company that has been in operation since 1924. The company has been actively expanding its global presence, with a strong focus on the US market. Their strategy for entering and growing in the US has involved a multi-faceted approach that has evolved over time.

Challenge and Objectives:

HiteJinro faced the challenge of establishing its flagship spirit in the diverse and often unfamiliar American market. Soju, a traditional Korean distilled spirit, required significant brand awareness and a clear value proposition to resonate with US consumers beyond the Korean-American community. The company’s overarching goal was to boost international brand recognition and sales, solidifying its position as a global beverage giant.

The fundamental problem was, and to some extent remains, that soju doesn’t fit neatly into existing American male drinking habits or perceptions.

Media Activations:

We deployed a robust TV Ad strategy, combining a max-reach television advertising campaign focused on New York and Los Angeles audiences. We strategically chose major US sports channels, namely NBC Sports and ESPN. This selection targeted a demographic that frequently watches sports, particularly in social settings such as local bars, which align with occasions that involve beverage consumption.

Outcomes:

We achieved significant brand growth with full-funnel KPI achievements.

Increased brand awareness by 35%, with a max reach of 85% of target audience.
Consideration: Increased from 6% to 20%
Purchase Intent: Increased from 3% to 10%
Overall brand lift equivalent to a 25% improvement across key perception and intention metrics