PRIMROSE Nahyun AD, Starbucks FIZZIO

1. Advertisement Overview and Campaign Background The advertisement campaign using Starbucks' RTD (Ready-to-Drink) beverage, Fizzio, and model PRIMROSE Nahyun is a marketing strategy targeting young consumers. Fizzio is a refreshing carbonated beverage that was released especially for the summer season. PRIMROSE Nahyun is a popular influencer and model among the MZ generation, and her fresh and trendy image fits well with the concept of Fizzio. This advertisement emphasizes Fizzio's carbonation and fruit flavor with the main message of "refreshing" and "energy." In particular, it was exposed as short and intense video content through social media and TV commercials, and was also spread online through the hashtag campaign (#Fizzio_refreshing). 2. Target Analysis: MZ Generation Strategy The main target of this advertisement is the MZ generation in their 20s and 30s, who are active on SNS and sensitive to trends. PRIMROSE Nahyun's casting was appropriate be...

Beauty of SSG X Cha Eunwoo's commercial

Hello, this is Korea advertising.

1. Advertising Overview: Where Sensibility and Style Meet

The 'Beauty of SSG X Cha Eun-woo' commercial is a premium campaign organized by SSG.COM to highlight its beauty category. Using actor Cha Eun-woo as a model, we wanted to maximize sophisticated and sensual images and deliver the message to consumers that 'SSG's beauty is the peak of the trend'. The entire commercial consists of an emotional mood and minimalistic production, highlighting Cha Eun-woo's pure and elegant charm.

2. Model Cha Eun-Woo's image

Cha Eun-woo is an unrivaled star with both "pureness" and "luxury," and he appears as a "perfect persona" that blends with beauty products in commercials. His clear and transparent skin, neat styling, and soft expression perfectly match the brand image, and his emotional communication with consumers stands out, especially in the scene where he is staring at the camera. This acted as a successful factor in delivering the reliability and luxury of beauty products at the same time.




3. visual beauty and directing techniques

Advertisements use neutral tones and soft lights as a whole to create a calm and sophisticated atmosphere. The scene change is smooth, and close-up shots are repeated to induce viewers to immerse themselves. It is particularly impressive that the moment the product touches the skin was processed in slow motion to visually convey the texture and sensation of the product. As such, the visual beauty itself acts as a brand message and is consistent with the slogan, "Sensory beauty shopping is at SSG."

4. Brand messaging and emotional marketing

This advertisement goes beyond just introducing products and conveys the philosophy that "beauty is a language that expresses itself." The narration, delivered with Cha Eun-woo's calm voice, approaches consumers as if offering them quiet comfort, and naturally impresses that the experience of enjoying small luxury for me in everyday life is "SSG beauty." As such, it can be said that it is a strategy that actively utilizes emotional marketing to respond to the "experience-oriented" consumption trend.

5. Consumer Responses and Social Network Topic

As soon as the advertisement was released, hashtags such as "#SSGBeauty" and "#BeautyOfSSG" spread quickly on SNS along with Cha Eun-woo's name. On YouTube and Instagram, questions about Cha Eun-woo's styling, background music, and product list in the advertisement followed, and related products actually led to a surge in search volume and sales. Video content to remake advertisements centered on the fan base was also produced, increasing the impact of the campaign.

6. Build differentiated strategies and brand image

While existing beauty advertisements focused on functionality or flashy production, SSG tried to differentiate itself under the concepts of "minimal sensibility" and "stylish daily life." This is in line with SSG.COM's overall branding strategy for premium commerce, and played an important role in solidifying the high-end image of the beauty sector. In particular, it can be evaluated as a strategic success in that the value of "the premium experience of online shopping" is naturally incorporated throughout the advertisement.

To conclude:

The "Beauty of SSG X Cha Eun-woo" advertisement is evaluated as a representative beauty marketing case that combines emotional branding and Cha Eun-woo's image beyond simple product promotion. The approach to targeting consumers' emotions and daily lives also had a positive impact on improving brand loyalty, showing the possibility that advertising itself could be consumed as a "beauty content."