Ignite the K-Drama Hair Fever through Rejoice Jeju Rose

The Brief:
Through Rejoice Jeju Rose, Rejoice would like to change the brand’s image from “an ordinary brand” to being the best brand for smoothness and fragrance that can help ladies to have hair as good as K-Drama idols’. How the brand can do that?

The Solution:
Communicate the superiority of Rejoice Jeju Rose through a short movie ala K-Drama style. The short movie is about a love story between a girl named Jeng Mi and a boy named Moon Ganteng that blooms from the wonder of #RambutKDrama (#KDramaHair). The campaign is also amplified by a group of influencers who are known with their KPop/KDrama interests.

The Result:
The “Mendadak K-Drama” campaign over-delivered the main goal to increase Rejoice brand consideration by 5.2% just in 3 months (30% ahead of target) and reach 29 million females (150 index vs. target) with positive sentiments. Moreover, Rejoice is perceived as a more relatable brand for female Gen Z with the fresh Korean-theme concept.

The mini K-drama successfully generated over 13,2 million views, with VTR 3% above the industry benchmark (despite the long 4 minutes format), and earned 14 media coverage valued over USD 65,000. Through programmatic platforms, we reached over an additional 1,2 million Korean lovers on specific platforms.