Social Strategy
Client: Korea Agro Trade Center LA
AtCenterAmerica was founded in 1967 and envisions sharing Korean traditional cuisine.
Request and Objectives
Request
Raise awareness of Kimchi Day on November 22 through a social media campaign.
Advertising Objectives
Increase brand and Kimchi Day awareness.
Create an interactive social media campaign.
The campaign must highlight November 22 as Kimchi day.
The plan we came up with
Target Audience
Demographics
Age: 18-50
All genders
Location: U.S.A.
All levels of education
Psychographics
Interests in several traditional cuisines around the world.
Interests in health and environment.
Active on social media.
Key Promise
We will create an online quiz on Kimchi fun facts on Instagram along with a giveaway to 22 winners.
Support points
What do we want them to think/feel?
We want them to test their Kimchi knowledge and know that November 22 is Kimchi Day. They can also learn more facts about a Korean dish through an Instagram quiz.
How will we get users to participate in the campaign?
Along with the theme of Kimchi Day on November 22, we’ll give out H-Mart gift cards to 22 winners who participate in the campaign. The ones who get all answers, follow @atcenterla on Instagram, and use #1122KimchiDay will be qualified for the giveaway.
What is the best way to keep them interacting with AtCenterLA’s Instagram as well?
When and how to post on Instagram must be done in an effective way as well. To increase @atcenterla’s reach and post impressions, we’ll upload one post per day over the course of five days.
Action
Over the course of five days, we uploaded five multiple-choice questions about Kimchi. The sixth post shows the answers to all five quiz questions.
Results
The social media campaign became a great success with 883 likes, 286 comments, and 971 accounts engaged. There was also an 82.8% increased reach that week compared to previous weeks.
