- Situation

Hoegaarden, having been the biggest wheat beer brand in Korea for over 20 year, was losing appeal to the younger consumers. and moreover, it has lacked official brand communication and significant budget for specific campaigns in recent years. Therefore, seizing opportunities with a limited budget has been crucial.

- Brief

One day, a member of World-renowned boyband BTS, JungKook went live to talk to his fans on social channel, drinking Hoegaarden. So, we leveraged this opportunity to drive conversations around the brand.

- Objectives

This full-funnel marketing approach swiftly transitioned from online to offline to drive instant buzz around the brand while also introducing the 'right' way to drink Hoegaarden with the swirl ritual.

They say Korea is a republic of celebrities. That's how much impact the celebrities can have on consumer perceptions/behaviors. The moment a member of BTS was spotted drinking Hoegaarden, we immediately hacked into the moment and transformed this one-off event into a powerful tool for leading conversations around the brand. This full-funnel marketing approach swiftly transitioned from online to offline, showcasing a remarkable agility within 3 weeks since Jung Kook went live.

- Target audience

Young adults who are sensitive to cultural trends & online hype

- Relevance to social platform

Jungkook, a member of BTS has tremendous influence in Korea, a republic of celebrities. Mentioning a specific brand during a social live broadcast is an invaluable opportunity that should never be missed.

- Approach

We leveraged this opportunity to drive conversations around the brand while also introducing the 'right' way to drink Hoegaarden with the swirl ritual.

At the official social channel, we introducing the 'right' way to drink Hoegaarden with the swirl ritual and we made a special value pack, with the exact mug that Jungkook used & sold it exclusively at a major hyper channel in Korea. It showcases a remarkable agility within 3 weeks since Jung Kook went live.

It drove social buzz by 254% and reached targeted media of 1.5 million.

With a special value pack, with the exact mug that Jungkook used & sold it exclusively at a major hyper channel in Korea, leading to a ten-fold increase in Hoegaarden sales.

Social buzz jumped +254%.

Reach through targeted media +1.5million

Hoegaarden Sales: 10X higher compared to the previous week.