Managing Facebook channel of Whal Myung Su for people in their 20s and 30s who are exhausted by their daily lives and thus dream of ‘carefree life’
While rejecting the tone and manner of Whal Myung Su as a medicine brand, Postcommunications executed repositioning Whal Myung Su as a young brand by rejecting its old fashioned brand spirit, one of the characteristics of the longevity products, by utilizing the Facebook channel of Whal Myung Su.
Use sympathetic content to target people in their 20s and 30s who are exhausted by their daily lives and thus dream of ‘carefree life!’ !
Postcommunications has connected daily lives and emotions with the products, so that consumers can recognize Whal Myung Su as a product that ‘settles the stomach’ by relieving stress, not just as the medicine for indigestion.
Additionally, we created ‘Guess Whal Myung Su,’ the best collaboration in 2018 by partnering with a fashion brand, ‘GUESS’ to make Whal Myung Su a young brand. We’ve also managed the social media channels including Facebook, the main channel, and planned and executed various projects, such as a limited edition project for celebrating 121st year of Whal Myung Su.
Leading to active consumer engagement, such as the reach of about 2 million content and 16,000 user participations
Postcommunications conducted the Guess Whal Myung Su project that connected the Whal Myung Su Facebook channel, which was being managed mainly with content about eating foods and brand, with various channels in May, 2018.
Therefore, we achieved about 2 million content reach and 16,000 user participations during a month, an executive period for the project. Furthermore, the Guess Whal Myung Su capsule collection aroused the great popularity among consumers; some of its items on the official online website were sold out just within 3 days after its launch.