HiteJinro Global Social Media Management

HiteJinro soju has been exported to 82 countries around the world, including Europe and Southeast Asia, starting with Vietnam in 1968. Since 2001, HiteJinro soju has surpassed those of whisky, vodka, rum, and gin, ranking No. 1 in the global distillation market.
HiteJinro was running social media before its collaboration with Comma Entertainment. Existing social media had been trying various things, such as using various TPO images to popularize soju, but it operated differently from country to country, and the tone and manner of the brand were maintained differently. It also emphasized the title of "Real Soju" to mean that it is the original soju, but its originality was not greatly appealing to foreign consumers who were unfamiliar with soju itself.
According to our research, Jinro was one of the most expensive alcoholic beverages in overseas markets. In the first place, it was necessary to provide a reason to be expensive because it was difficult to popularize widely. Accordingly, we decided that it was necessary to use a premiumization strategy and brand heritage.
For image contents, we decided not to use conventional composite images, but a high-quality content that is self-produced according to the seasonal theme and concept every month. For video contents, we produced a series under the concept of "Let's not appeal that we are the world No. 1 and show the world No. 1’s behavior!"
The Jumper Travel series was created to appeal to the global customers through teleportation concepts and dynamic videos to show that the products can be easily purchased at supermarkets and convenience stores around the world. The Real Master series is contents that reinterpret the Real Soju with Real Masters in each field. Through collaboration with the world's No. 1 artists, amazing masterpieces were being created. It quickly shows the process of production with Time Labs and introduces the finished works with sensuous music.
As a result, we have over 240,000 YouTube subscribers (received the silver button) and 1.61 million total followers on social media, and we continue to collaborate with HiteJinro in 2024, after a year of collaboration in 2023.