DAESANG Global Social Media Management

DAESANG has been one of the world's largest producers of fermented food products for over 60 years, and has grown to be the global leading Korean based food company by operating global brands such as Jongga, and O’Food which provides sauce, ready-to-eat meals, and many more products. DAESANG was running social media before its collaboration with Comma Entertainment. Existing social media has been divided into Jongga Instagram which promotes kimchi as its main and O'Food Instagram which commercialized popular Korean street food and representative snack menus. They have also operated a YouTube channel that integrates Jungga and O'Food brands.
Through our market research, we found the possibility that both Jongga and O'Food brands can be known as delicious and healthy foods amid global K-Food trends. However, because there are so many F&B contents in SNS, we decided that a differentiated strategy and approach from competing brands is necessary. Our mission was to maintain the identity of the existing No. 1 Korean brand, but to produce pleasant and fun content to familiarize global consumers. We created the content based on the slogan "No. 1 Kimchi Brand in Korea since 1987" by Jongga and "Life tastes better with a Korean twist" by O'Food. Rather than emphasizing the credibility of the brand, we have pursued a sincere way of communicating with global consumers such as actively utilizing AI technology or imitating the latest memes, while showing recipes that can be easily followed in everyday life. As a result, it is very difficult to get followers on Instagram, but the O'Food Instagram channel has 17,000 followers, exceeding the 8,000 it first targeted in six months of operation.
Instead of unilateral brand exposure and communication, it has achieved such good results by focusing on the unified atmosphere of feeds and content that can reach consumers.