Eclipse Influencer Marketing with Jonathan, Lee Yi-kyung

Eclipse Watermelon Flavor Influencer Marketing

Global food company Mars sells various candy and snack products such as Snickers, M&Ms, and Eclipse. Among them, Eclipse is a herbal candy that is loved worldwide for its refreshing mouthfeel.

In August 2022, Eclipse, which launched a new watermelon-flavored product, worked with Avocado Giant on comprehensive online marketing to promote the new product and increase brand awareness.

What was the content of the Eclipse influencer marketing campaign, which was planned to effectively communicate the product’s special features and target various target groups?

Global candy brand Eclipse influencer marketing strategy

Eclipse Watermelon Flavor New Product Launch (Source: Eclipse)

The Eclipse brand campaign strategy was largely two-fold.

1️⃣ Collaborating with celebrity influencers Jonathan and Lee Yi-kyung to announce the launch of Eclipse’s new watermelon scent in an impactful way
2️⃣ Planning and distributing Instagram viral content to plant the image of Eclipse as something that can be naturally used in everyday life.

Eclipse x Jonathan YouTube branded content

YouTube Influencer Jonathan Eclipse PPL Advertisement
(Source: Jonathan YouTube)

Jonathan, with 924,000 subscribers, is loved by the MZ generation for his witty and humorous daily vlog content and his cheeky and funny advertisements.

Avocado Giant created the ‘A week of me getting mildly infuriated’ content with Jonathan, and melted the useful point of Eclipse, which can be eaten naturally in various places in life.

Jonathan’s witty appearance of pulling out Eclipse whenever necessary and doing things that he would never normally do was impressive!

Jonathan’s YouTube content received a good response with 110,000 views and 2.7 thousand likes.

Eclipse Mega YouTuber Advertisement
(Source: Jonathan YouTube)

Eclipse x Unnies with No Appetite YouTube PPL content

Eclipse YouTube PPL Advertisement
(Source: Unnies with No Appetite)

Eclipse YouTube Influencer Branded Content
(Source: Unnies with No Appetite)

Park So-hyun’s YouTube channel, Unnies with No Appetite, which is experiencing a second heyday with “A person who eats little”, also ran a PPL for the Eclipse new product. Since it was content about eating Thai food with guests, I was able to more naturally portray the refreshing Eclipse.

This video received a lot of love, recording 1.75 million views and 20,000 likes.

Eclipse x Lee Yi-Kyung TikTok Branded Content

Lee Yi-Kyung Eclipse TikTok Branded Content
(Source: TikTok @lee2kyung)

Lee Yi-kyung, who has about 4.8 million followers on TikTok, is captivating viewers by using her talent as an actress to humorously portray everyday situations.

This TikTok Eclipse advertisement content comically showed Lee Yi-kyung eating Eclipse at a blind date dinner, which made her even more attractive.

Lee Yi-kyung’s TikTok content gained over 23,000 likes and also gained a lot of attention from overseas fans.

Eclipse x Instagram Influencer and Social Page Promotion

Eclipse Instagram Social Page Feed Ads
(Source: Instagram)

Lastly, we utilized the global SNS platform Instagram. We produced and distributed Eclipse promotional content on Instagram social pages that the MZ generation enjoys, such as What are 20-somethings doing?, Honey Tip Storage, and Enjoy Youth.

We produced two concepts, each emphasizing the existing best-selling product, Mint Flavor, and the new product, Watermelon Flavor. We successfully targeted followers, receiving an average of about 280 likes through a total of 10 Instagram channels.

Eclipse Instagram Influencer Ad
(Source: Instagram)

And we selected 21 influencers with over 50,000 Instagram followers and planned natural product usage content.

We were able to heighten expectations for the new product by showing them naturally finishing their meals with Eclipse in a friendly manner.

After analyzing popular content and influencers on each platform, Eclipse and AvocadoGiant tried an online marketing method that suited their brand. It was a successful strategy that sometimes made the product known with impact and sometimes naturally.