SOUTH KOREA. Doota Duty Free has launched a major social media marketing campaign by holding a ‘K-Wave Experience’ event for ‘power creators’ – individuals who generate their own content and who have strong influence through social networking sites.
The campaign is designed to attract Korean and Chinese shoppers to Doota Duty Free’s new store in Dongdaemun, Seoul, which opened on 20 May.
K-Wave Experience introduced K-fashion, Korean beauty trends, and Korean Wave content to visitors. The event was held in collaboration with MOCHA, China’s number one mobile beauty application, and fashion magazine Cosmopolitan China
The Chinese and Korean power creators visited Doota Duty Free to experience Korean fashion and beauty trends, subsequently generating a wealth of creative marketing content.
A total of 20 power creators participated in the event: ten from MOCHA and Cosmopolitan China, and the others from Crekers, an MCN* marketing company in Korea.
MOCHA is a mobile platform to share video content about beauty and fashion trends, targeting women in their 20s and 30s. It has over 16 million members in China. Each of the Chinese power creators has a huge number of online followers, with the combined following estimated as high as 4.9 million.
The K-Wave Experience was broadcast in real-time across China via Cosmopolitan China’s social media platform. Content created by Korean and Chinese power creators will be posted on their own social media sites and a five-episode video series about this event will be released on MOCHA, Weibo, and WeChat for Chinese viewers and YouTube, Daum TV Pot, and Naver TV Cast for Korean viewers.
“This event was based on the idea that the younger generations in China and Korea usually get overseas travel information via mobile apps and websites,” said a Doota Duty Free spokesperson. “We’re planning to launch various other digital marketing events through Chinese mobile platforms like MOCHA.”
*Footnote: MCN (multi-channel network) marketing is a marketing strategy to use popular independent content creators on YouTube, Afreeca TV, and other video sites as the creators and distributors of marketing content. Companies fund the creation of new information by content creators and share the profit generated with the creators.
