Samsung Card is ranked as number 2 in the industry having 10 million subscribers. But it lacks young subscribers in their 20s. So it is campaigning on product marketing and brand promotion through a youtube channel that is influential on MZ generation.

It shows an episode of company lives and vacation of new employees in 2019 and 2020 to understand how the company life has changed after the Corona pandemic. Especially it uses the music ‘You worked hard today’ of a Korean indie band for BGM in the video to create sympathy for the MZ generation.

Even if the company life has changed a lot because of COVID19 (working style/dinner with colleagues after work/vacation), it tries to give encouraging messages to new employees and rookies who will live in the changed era smartly. To expand the campaign experience, it tries to expand and share the message by making a website of ‘digital card delivery’ of the same concept.

Viral film of an episode of company life and vacation has been shown in a youtube channel that is the most influential on target people since December 29, 2020. The video is produced with stop motion to touch the emotion of the target people and to boost fun elements.

It applied different population targeting to compare the data for core target 2534 and broad target. Even though there is a little difference, the broad target advertisement watching rate was 1% point higher proving the effectiveness of the youtube channel.