Company: Korea representative
Nomination Submitted by: KCU
Company Description: Bae Seog Bong is the official representative of the Stevie Awards in South Korea.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Marketing - Consumer Products
 Nomination Title: Korea 030 X-CLASS Campaign
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 178 words used.
Officially imported by Dong-A Pharmaceutical, XTEND has successfully launched in Korea!
XTEND is a brand of 'BCAA (Branched Chain Amino Acid)' that sells over 1.8 billion grams annually worldwide. On July 24, 2023, Dong-A Pharmaceutical officially introduced XTEND to the domestic market. Dong-A Pharmaceutical aimed to address the challenge posed by its higher price range compared to overseas direct purchase companies. This involved two main objectives:
- Switching the purchasing channel of the core consumer group, the 'direct purchase enthusiasts'
- Expanding the customer base, and establishing XTEND as a leading brand in the BCAA market. To ensure a successful launch marketing campaign, it was crucial to communicate the unique psychological benefits of Dong-A Pharmaceutical's XTEND, which would surpass the purchasing barriers faced by existing direct purchase consumers. This was particularly important as connecting purchases through overseas direct purchase companies could be challenging.
*Dong-A Pharmaceutical Co., Ltd. Established in 1932, Dong-A Pharm. has been the leading pharmaceutical company in South Korea with its business focus in developing, manufacturing and distributing innovative products for the healthier life of our society
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 193 words used.
Establishment of Community-led Growth Strategy
To achieve the mission, we classified the core customer base of BCAA based on data and established a community-led growth strategy that considered the customer experience journey.
1. For the Core Target, XTEND direct purchase enthusiasts, male consumers aged 20-39, we established a targeted strategy to address Pain Points (low information satisfaction, unsatisfactory purchasing convenience) to enable them to switch their purchasing channel from overseas direct purchase companies to Dong-A Pharmaceutical.
2. For the Sub Target, a consumer group heavily influenced by opinion leaders, we established a targeted strategy to mimic the purchasing habits of the Core Target.
X-CLASS Campaign
Recognizing the preference of South Korean consumers to form their own communities and their tendency to exhibit distinct consumption habits, Dong-A Pharmaceutical aimed to nurture its unique community with these factors in mind. Specifically, by harnessing the power of influential ambassadors and utilizing various social media platforms, Dong-A Pharmaceutical sought to build brand loyalty among the X-CLASS, an exclusive group of consumers who prefer Dong-A Pharmaceutical's XTEND as the official importer. This strategy was designed to establish a solid foundation for a successful domestic launch and long-term growth.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 233 words used.
Following the communication theme of 'X-CLASS,' consumers purchased XTEND imported by Dong-A Pharmaceutical and naturally engaged in four programs (Launch, Information Dissemination, Purchase Conversion, Experience Expansion) to ensure customer retention.
- Launch Program: To generate anticipation for the launch, we collaborated with fitness ambassadors such as FITVELY (YouTube Subscribers: 1.41 million), Julien Kang (YouTube Subscribers: 0.37 million), and JJ (YouTube Subscribers: 1.15 million). Promotion support was provided through various online channels, including Naver Grand Launch Live Commerce, branded content collaborations with ambassadors on YouTube, and promotion commerce live events on Olive Young(Korea's leading drug store chain).
- Information Dissemination Program: Utilizing key opinion leaders (KOLs) to spread purchasing support information and cultivate positive opinions. Collaborations were established with highly influential KOLs such as trainers, national team athletes, and over 100 others.
- Purchase Conversion Program: Enhancing the purchasing experience through efficient budget allocation and strategic advertising exposure. By analyzing the Life Cycle of our core target audience, we conducted A/B tests promptly and implemented a search keyword bidding strategy to optimize search rankings.
- Experience Expansion Program: Broadening the customer experience through event sponsorship, sampling, and partnerships. We organized interactive events such as X-Challenge and X-Class within daily workout routines to promote XTEND. Additionally, we served as the main sponsor for highly engaging events like the globally renowned obstacle race competition, "Spartan Race Korea," favored by fitness enthusiasts, to increase XTEND's visibility.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 62 words used.
As a result,
- 200 million online and offline impressions, which is 4 times the KPI immediately after the launch, achieved 1,000% ROAS,
- sold out of initial supplies
- ranked 1st in the purchase ranking of Naver as a key direct purchase channel
- 1st place in BCAA-related search terms
- 1st place in brand awareness
- 1st place in the amount of brand information, etc.
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