Berocca Youtube Influencer Marketing

Berocca YouTube Influencer Marketing

Bayer Korea’s effervescent vitamin Berocca has been transformed from a general medicine to a health functional food and is now available in a variety of places other than pharmacies. Having seen great results from its first-ever influencer marketing campaign with influencer marketing company AvocadoGiant in 2018, Berocca wanted to leverage the power of influencers once again.

Was Berocca’s this campaign, aimed at expanding its purchasing channels and target audience, a success?

Berocca Influencer Marketing Strategy

n 2018, Berocca, a effervescent vitamin brand loved by middle-aged and older people, conducted influencer marketing to expand its target age group.

Link to British Men Campaign Page

YouTuber Yoo Jun-ho, YouTuber Yumdaeng, and YouTuber flowervin joined forces to produce a web drama content about office workers, to reach out to office workers in their 20s and 30s, and together with British Man, a YouTuber loved by all age groups, they set out to increase brand awareness.

Expanded purchasing locations for effervescent vitamin Berocca (Source: ChaeKyung YouTube)

Having expanded its sales channels to include drugstores and other locations in addition to pharmacies, Berocca had to expand its target once again. This time, the target audience was the young generation in their 10s and 20s. The main target was teenagers who study and often take vitamins. It’s time to think about influencer marketing and content formats that teenagers frequently see, love, and can naturally approach teenagers.

Influencer chosen by AvocadoGiant was a YouTuber who was popular among teenagers. And among them, he was a YouTuber who mainly dealt with vlog and ASMR content that teenagers like.

Berocca x Miniyu Influencer Marketing

Berocca, an effervescent vitamin with a distinctive sound when dissolved in water (Source: Bayer Korea)

ASMR content, where sound is the main focus, is not too distracting even when watched while doing other things, so it is especially popular among teenagers.

Taking advantage of the product characteristics of Berocca, an effervescent vitamin that must be dissolved in water before consumption, Avocado Giant created branded content in collaboration with an ASMR channel.

Miniyu, the ASMR YouTuber chosen by AvocadoGiant, is capable of expressing all kinds of sounds through ASMR regardless of the field, including electronics, cosmetics, and ear cleaning. She was the most suitable influencer to auditorily express the refreshing feeling of Berocca, which makes a sound like carbonation when put in water.

ASMR Branded Content Marketing
(Source: Miniyu YouTube)

ASMR Branded Content Marketing
(Source: Miniyu YouTube)

Miniyu’s ASMR branded content marketing, in addition to the fact that it is a format that matches the core elements of the product,

1️⃣ ASMR is popular with Berocca’s new target, teenage students,
2️⃣ ASMR, which has a long video playback time, can intensively expose the product for a long time,

These synergies have increased Berocca’s awareness and favorability, and created an opportunity for natural approachability. Are you curious about how the video turned out?

While vitamins generally emphasize only their ingredients or functions, Miniyu’s Berocca ASMR content completely reinterpreted the product’s main attributes in a way that caught the attention of new targets, gaining huge popularity with over 60,000 views, 1.4 thousand likes, and 160 comments.

Berocca x Chaekyung Influencer Marketing

After ASMR, the content format of choice was vlog.
Vlog content that shares daily life through video has a high level of empathy from subscribers and can show various aspects within the vast situation of daily life, so it has a wide range of marketing applications.

It is a popular content among teenagers who are curious about their friends’ daily lives and want to share their emotions.

Vlog Content Marketing
(Source: Chaekyung YouTube)

Vlog Content Marketing
(Source: Chaekyung YouTube)

Avocado Giant worked with teenage creator Chaekyung, who often uploaded vlogs about her school life. She naturally introduced the reasons why the product is necessary and its advantages through her eating Berocca in her everyday life.

The Berocca vlog content that appeared in the school life of Chaekyung, the wannabe idol of teenagers, received a lot of love from teenagers, achieving over 160,000 views and over 290 comments.