Mamonde x aespa WINTER [Traces are my enemy EP.1 BLUE JELLY] Ad
1. Synergy Effect of Collaboration
The collaboration between Mamonde and WINTER(aespa) is an example of maximizing the synergy between a brand and a K-pop artist. WINTER’s refreshing and future-oriented image harmonizes well with Mamonde’s “BLUE JELLY” product.
1.1. Perfect Match of Target Group
Mamonde’s main consumer base is women in their 10s to 30s, which overlaps exactly with WINTER’s fandom. WINTER’s calm yet intense visuals naturally connect with the product’s “calming” and “soothing” concepts.
1.2. Content-based Marketing
This advertisement adopted a mini-series storytelling format rather than simple product exposure. The title “Traces are My Enemy” sets the traces of skin trouble as the enemy, creating dramatic tension, and shows WINTER as the main character experiencing the product’s efficacy.
1.3. Forming emotional empathy
WINTER appeals to consumers about skin concerns in the advertisement and shows improvement using "BLUE JELLY", thereby gaining trust from consumers. This is perceived as an honest image of an idol to fans, and as the effectiveness of the product to general consumers.
Conclusion: The collaboration between Mamonde and WINTER is evaluated as a strategic marketing strategy that will simultaneously strengthen brand identity and increase sales.
2. Product differentiation points
"BLUE JELLY #CalmingShotAzuleneAmpoule" is attracting attention for its formula and planning that are differentiated from existing skincare products.
2.1. Unique formulation: Blue jelly texture
As the name suggests, this product is a blue jelly-type ampoule, which also makes a strong visual impression. This symbolizes the skin soothing effect, and it actually provides a cooling sensation, making it optimized for skin irritated in the summer.
2.2. Main ingredients and efficacy
Azulene: Quickly soothes reddened skin with anti-inflammatory and soothing effects.
Panthenol: Strengthens the barrier to enhance skin resilience.
Hyaluronic acid: Prevents dryness by providing moisture.
In the advertisement, WINTER removes her makeup and applies the product to her sensitive skin, thereby increasing reliability by directly demonstrating the effect of reducing redness.
2.3. Innovation in the user experience
Unlike existing ampoules, it emphasizes that it is absorbed refreshingly without dripping due to its “jelly” shape. The scene where WINTER drops the product on her hand to emphasize its elastic formulation creates the effect of allowing consumers to experience the feeling of use in advance.
Conclusion: Mamonde succeeded in stimulating consumers’ curiosity and desire to purchase through the product’s unique planning and WINTER’s directing.
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3. Effect of storytelling advertisement
This advertisement went beyond a simple CF and was produced in the form of a mini-drama to gather a big story.
3.1. Utilization of narrative structure
Problem statement: Starts with a scene where WINTER’s skin is irritated and turns red.
Introduce problem solver: Emphasizes the process of calming down by applying “BLUE JELLY”.
Conclusion: Shows the recovered appearance with clear skin and conveys the value of the product.
3.2. Character Setting
WINTER shares her skin concerns in the first-person perspective of "I" in the advertisement, forming a sense of empathy with viewers. This is perceived as a friendly idol image to fans and an honest review to the general public.
3.3. Visual Beauty and Color Psychology
Blue was used as the main color to emphasize a cool and refreshing feeling. In particular, the combination of WINTER's cold image and blue tones visually imprinted the product's soothing effect.
Conclusion: This advertisement naturally imprinted the product's efficacy through storytelling and was completed as high-quality content that combined WINTER's acting skills and brand message.
4. Social Media Expansion Strategy
Mamonde optimized this campaign for various platforms such as TikTok, Instagram, and YouTube.
4.1. Utilization of Short-Form Content
WINTER's product usage videos were organized to around 15 seconds on TikTok and Instagram Reels, quickly spreading the content.
"BLUE JELLY Challenge" hashtag campaign to encourage user participation.
4.2. Interactive advertisement
On YouTube, the "Traces are my enemy" series was broadcast as a click-inducing advertisement.
On Instagram Stories, a "Sensitive Skin Test" quiz-style advertisement was posted.
4.3. Collaboration with WINTER's fandom
WINTER's fans voluntarily reposted the advertisement video and created hashtags such as "#WINTER_Mamonde_Challenge", contributing to the expansion of SDB.
Conclusion: Mamonde exerted a strong influence on the younger generation by utilizing social media algorithms, and successfully led to organic expansion by utilizing WINTER's fandom.
Overall evaluation:
This advertisement showed high perfection in all aspects such as brand-artist collaboration, product differentiation, storytelling, and digital marketing strategy, and presented a new trend in future beauty advertisements.