Eclipse Plus Influencer short-form Marketing

Eclipse Plus
YouTube, Instagram Influencer Marketing

In the summer of 2023, Mars’ global candy brand Eclipse conducted influencer marketing with Avocado Giant to promote its new product, Eclipse Plus. The campaign focused on delivering daily essentials and refreshment by introducing new flavors consisting of honey & lemon and pear & loquat flavors.

Go to Eclipse Plus Campaign in August-September 2023

The key points of the second campaign were voice improvement and throat care. Eclipse and AvocadoGiant have solved this problem through SNS short-form content marketing using YouTube Shorts, Instagram Reels, etc.

What was it about?

Eclipse Plus Influencer Short-form Marketing Strategy

Increase in short-form content users
(Source: Public opinion in public opinion)

Since the main consumer age of snacks and candies is young, channels and content composition with high target usage rate were needed to effectively carry out the campaign.

Avocado Giant, a digital integrated marketing company, wanted to break through with short-form content that is gaining explosive popularity among the younger age group.

They diversified the channels such as YouTube and Instagram channels, and ordinary people and celebrity influencers so that people of various ages and needs could learn about Eclipse’s new products.

Eclipse Plus xYoo Byung-jae Instagram Reels Marketing

Celebrity Instagram Reels Marketing
(Source: Yoo Byung-jae's Instagram)

Eclipse Plus Instagram Reels Ad
(Source: Yoo Byung-jae's Instagram)

Yoo Byung-jae, who is loved by people of all ages for his unique imagination and unique sense of humor, is a mega influencer with 1.38 million Instagram followers.

He created and uploaded Reels content on his Instagram channel. He comically portrayed his singing skills improving significantly after taking Eclipse Plus, which was not very good at singing.

This video received a lot of positive responses, with a whopping 1.11 million views and over 16,000 comments.

Eclipse Plus x Eolmi bubu Instagram Reels Marketing

Eolmi bubu Instagram Reels PPL Advertisement
(Source: Eolmi bubu Instagram)

Eolmi bubu influencer Marketing
(Source: Eolmi bubu Instagram)

Eolmi bubu is an Instagram influencer with 500,000 followers, run by a married couple who dated for 11 years. They are very popular for uploading content about their fun married life. Eolmi bubu created a Reels content about couples eating Eclipse Plus products in advance to replenish moisture and maintain a healthy throat before their voices get louder.

The release of the couple, which properly drew the appeal of the campaign, received about 1.06 million views.

Eclipse Plus x Psick University YouTube Shorts Marketing

Psick University Eclipse Plus Influencer Marketing
(Source: Psick University YouTube)

Lastly, Psick University, which has 2.88 million subscribers, produced and distributed a YouTube shorts video. Psick University also worked with Mars on a marketing campaign for the chocolate brand M&Ms, so they were familiar with Mars products.

In this video, they showed a fun parody of the problem-solving content of Heo Seong-beom, who is famous for being a handsome KAIST engineering student.

Psick University’s shorts video appealed to the product’s advantages by taking Eclipse Plus, which is good for throat care, when his throat hurt during problem solving, achieved 860,000 views.