Kozel YouTube influencer Marketing
- Brand : ASAHI's beer, Kozel
- Main influencer : Cho Hyun-ah, NeoTube
- Execution Period : 2~3. 2024.
The MZ generation, which has been exposed to various media such as comics, games, and internet broadcasting since childhood, has emerged as a leading force in major consumption trends. They show different consumption tendencies than before. They often respond to so-called ‘pun’ marketing rather than simply listing the product’s features.
No. 1 beer in the Czech Republic, Kozel (Source: Kozel)
In particular, there is an increasing number of cases where products are fun and naturally melted into YouTube content that is popular with people in their 20s and 30s, raising brand awareness and taking positive images.
The Czech No. 1 beer brand Cozel also adopted this method to conduct YouTube ppl and influencer marketing. What did Cozel do in the media when he met popular content?
Czech No. 1 Beer Kozel YouTube Influencer Marketing Strategy
Kozel Valentine Commemorative Package
(Source: Kozel Instagram)
(Source: Kozel Instagram)
Kozel x CU Collaborative Products
(Source: Kozel Instagram)
(Source: Kozel Instagram)
Kozel wanted to appeal to the 2030 generation by launching package products and pretty goods to celebrate Valentine’s Day in order to raise brand awareness, and also needed to promote new products and snacks in collaboration with CU convenience store. To this end, we had to find influencer and contents that the 2030 generation enjoys watching.
Avocado Giant, a digital marketing agency, focused on targeting the MZ generation by selecting Cho Hyun-ah and NeoTube, which produces sketch comedy, which are creating a big buzz for popular drinking broadcast content on YouTube.
Kozel x Cho Hyun-ah's YouTube PPL on Thursday Night
Cho Hyun-ah's Thursday Night Kozel ppl commercial
(Source: Cho Hyun-ah Youtube Channel)
(Source: Cho Hyun-ah Youtube Channel)
First of all, we ran a YouTube PPL advertisement on Thursday night of Cho Hyun-ah, a popular drinking broadcast talk show that goes best with Kozel.
Cho Hyun-ah’s Thursday night, which has about 640,000 subscribers, is a channel that has grown tremendously with new celebrity guests and Cho Hyun-ah’s talk every week.
Kozel Cho Hyun-ah's Thursday Night YouTube ppl
(Source: Cho Hyun-ah Youtube Channel)
(Source: Cho Hyun-ah Youtube Channel)
Cho Hyun-ah's YouTube ad on Thursday night
(Source: Cho Hyun-ah Youtube Channel)
(Source: Cho Hyun-ah Youtube Channel)
As it was a drinking broadcast, we naturally announced the news of the Valentine’s event while drinking Kozel beer, and we were able to introduce the features of the product by comparing the guests and Kozel beer by type
This video showed good results with about 220,000 views and more than 500 comments.
Kozel x Sketch Comedy NeoTube PPL commercial
Kozel YouTube influencer Marketing
(Source: Kozel Instagram)
(Source: Kozel Instagram)
Kozel YouTube ppl commercial
(Source: Kozel Instagram)
(Source: Kozel Instagram)
Beer brand Kozel was also joined by the sketch comedy channel YouTube, which is receiving explosive love for its Like series following Cho Hyun-ah.
In order to promote Kozel’s new products in collaboration with CU convenience store, we created a fun convenience store scene in the content. The audience’s affection for the cast was considerable, so I was able to get a positive response. In addition, with his outstanding acting skills, he was able to deliver information on the release of new products without feeling rejected.
Kozel YouTube Shorts Advertisement (Source: Kozel Neotube shorts)
For those who don’t look for long videos, we’ve since made them into shorts to increase brand awareness and reminding to more MZ generations.
ASAHI's beer and Kozel
Cho Hyun-ah, NeoTube
YouTube influencer Marketing
Cho Hyun-ah, NeoTube
YouTube influencer Marketing
2~3. 2024. / Korea
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