Industry: Korean Government

 

Brand: AT America

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Background: AT America is the U.S. regional headquarters of the Korea Agro-Fisheries & Food Trade Corporation. The Korea Agro-Fisheries & Food Trade Corp. is the government agency that promotes the trade, exportation, and marketing of Korean foods and beverages around the world.

 

Challenge:

• Raise awareness of accessibility to products imported from Korea

• Educate consumers that Korean flavors are not only for Korean cuisine

• Utilize power influencers and social media

• Increase the affinity and sale of Korean food products

• Budget limitations

 

Connecting Solution:

• Collaborate with three famous and influential culinary content creators

• Conceptualize and create content around utilizing Korean ingredients beyond traditional Korean cuisines

• Utilize popular social media platforms to amplify content and message

• Host a cooking contest to garner consumer/audience engagement

• Implement online PR and blog posts to further boost viewership

 

Result:

• YouTube content garnered over 65K views

• 10 additional influencers shared the content on their own social platforms, resulting in approximately 1 million impressions

• Over 120 PR features in notable media such as CNBC, Fox, and ABC7

• Well-made content achieved with a limited budget