Food brand Goobne Mall influencer marketing

Goobne Mall YouTube Influencer Marketing

Goobne Chicken is a food company that created the legendary Gochubasasak, which is said to sell one per second, and has firmly established itself as a top domestic chicken brand. Goobne Chicken goes beyond a chicken franchise and also operates its own mall called Goobne Mall. It presents various convenient foods made with the brand’s core technology.

Last March, Goobne Mall, which has both taste and nutrition, joined hands with Avocado Giant, a digital integrated marketing agency, to promote its products. Are you curious about what strategies and results they achieved?

Goobne Mall Influencer Marketing Strategy

Goobne Mall Signature Menu (Source: Goobne Mall)

Goobne Mall Signature Menu (Source: Goobne Mall)

Goobne Mall decided to conduct influencer marketing by highlighting two of its main products. The main characters were the juicy sous vide chicken breast and the Goobne spicy basil crispy pork cutlet ball released in February 2024.

Avocado Giant judged that conducting a campaign to coincide with the release of the pork cutlet ball, which is expected to be the most popular product, would be the most interesting time to focus attention, and accordingly, they recruited YouTube mukbang influencers and started creating content.

Goobne Mall x NaDo NaDoYouTube Branded Content

Food Brand Influencer Content Marketing (Source: NaDo NaDo YouTube)

Goobne Mall Mukbang Vlog Influencer Marketing (Source: NaDo NaDo YouTube)

The NaDo NaDo YouTube channel has about 500,000 subscribers and is loved for its vlog content that combines eating and daily life. It is also called a healing channel because of the cute images of the couple, witty subtitles, and eating content.

Food Brand Influencer Content Marketing (Source: NaDo NaDo YouTube)

Goobne Mall Mukbang Vlog Influencer Marketing (Source: NaDo NaDo YouTube)

Me, too, DoDo cooked chili crispy donkatsu balls and sous vide chicken breasts one by one, and then introduced dishes using products. Emphasizing that the product’s natural taste as well as its excellent cooking ingredients, it pointed out both the taste and utility of the product.

GoobneMall Branded Content Comment Reaction (Source: NaDo NaDo YouTube)

In fact, many people who watched the video responded positively, such as <i>”I ordered it right away because it was so useful,” and “I want to make a dish, too.”</i>

The video has become a successful food influencer marketing case, drawing responses from potential customers, including 220,000 views and 189 comments.