With the surge in online shopping due to the spread of COVID-19, the competition among online commerce platforms intensified. From 2020 to 2021, the fashion and curated shop platforms alone spent approximately 40 billion KRW on TV advertisements. People installed an average of 6.3 shopping apps, indicating a diverse usage pattern. As of 2021, mobile fashion platform transactions increased by 18.2% compared to the previous year.
Despite these positive trends in online commerce, 29CM wasn't well-known to the general public. The brand hadn't actively communicated its voice to the public for over ten years since its service launch. In this context, amidst the escalating competition, the crucial challenge for 29CM was to solidify its branding and make it more widely known. Although 29CM doesn't target the entire public, creating a campaign that could resonate with those seeking a brand with "taste and discernment" was essential.
What might be important for those exploring brands with "taste and discernment"? For individuals who prioritize "being themselves," a culture of value consumption that can reveal one's own taste and express their story has become significant.
In other words, for those who consider their existence as invaluable, the discovery of personal taste has become crucial. Under the brand mission <Guide To Better Choice>, 29CM had been selecting and proposing deep and sophisticated tastes to people who consider "being themselves" important. This philosophy allowed 29CM to differentiate itself from other online commerce platforms, creating unique value. In an era where "being oneself" is highly valued, this philosophy was expected to shine even more brightly.
The campaign’s integrated solution was the planning of the <Discover Your Style> to introduce 29CM to individuals exploring their unique tastes and lifestyles.
Firstly, let's explore the meaning of <Discover Your Style>. It aimed to showcase the brand's orientation by incorporating 29CM into the naming. It was a message declaring that 29CM would accompany individuals on their journey to deep happiness, no matter what kind of life they seek. Moreover, the term "You" could accommodate numerous people, allowing flexible usage, making it a point where many people could empathize with the 29CM campaign as "their own story."
The campaign featured five personas with distinct tastes to authentically represent the "me-like" life with 29CM products. Personalities like singer-songwriter Jozie, creative photographer Hasisi Park, flower-loving painter Yeonkyung, and artist MOONSUN, who composed 29CM ad background music, were showcased along with their workspaces. Director Dongjin from No Stress Burger and its employees also participated, including scenes of running, his hobby.
Additionally, efforts were directed toward securing customer interactions to enhance 29CM's awareness. By utilizing transport media, billboards, and wraps in areas like Hongdae, Gangnam, Hannam, Seongsu, and Eulji, the campaign aimed to increase the frequency of interactions. Many people reported seeing the 29CM campaign on the streets, especially on bus advertisements.
In the digital realm, a sophisticated media operation was undertaken to efficiently secure awareness. Media operations were deployed to actively expose advertisements to target audiences with high involvement in the lifestyles of products, brands, and personas featured in the videos. By securing prominent positions on platforms like Naver and YouTube, the campaign led to widespread recognition.
The operation of the 29CM campaign, which resonated with "my story," achieved significant results.
Quantitatively, there was a substantial increase in awareness, app usage, and purchase experiences. After the campaign, both unaided awareness and brand recognition for 29CM increased by more than 2%, with brand recognition increasing by over 7%. Additionally, the Monthly Active Users (MAU) index saw a remarkable 72.5% increase after the campaign, surpassing major competitors. As a result, there was a notable 137% increase in purchase experiences over the past three months, creating conversions beyond mere awareness.
Qualitatively, customers voluntarily shared the <Discover Your Style> campaign on social media. It was also featured in various marketing-related newsletters such as <Careet> and <AD-Z>, which are widely viewed by marketers. One of the most gratifying outcomes was the active utilization of the campaign by the client, not only ending as a one-time initiative but being extended and applied to various event promotions. The campaign, particularly with initiatives like #Playlist, #ShortsleevedTshirt, #Vacation, demonstrated its sustained impact and versatility beyond a short-term engagement which makes us proud!
