The Campaign

Alba-Chunkook, Inc. is the no.1 part-time job information service. We planned a campaign for common good based on the message that could break the conflict between employer and employee. Through the sincere campaign, Alba-Chuncook has been maintaining its position as the no.1 of the industry while enhancing the brand loyalty. * Top among job part-time & full-time job information service applications: over 1.6M downloads (as of 2015.06 by Korean Clicks)

Results

Korea was in the middle of the conflict between employer and employee, with several sensitive events occurred in 2015. We wanted to let people know that they should not have a conflicting relationship by providing time to consider the position of the employees. We focused on "part-time jobs" where most of 1020 experience job fields for the first time to look into how we are treating those who are the societal weak. Most of people were treating part-timers as the part of a process in purchase rather than as humans. To change such an attitude, we recruited 100 "kind customers" who would deliver some warm words to the part-timers based on the survey that part-timers can be easily touched by simple worm words. The customers approached to the part-timers in their daily working lives and treated them warmly to show the emotions in a real camera, and the video was released through YouTube and Facebook.

The video was at first released to YouTube and Facebook. After that, several Facebook pages popular among 1020 introduced the video, which contributed to its rapid distribution, especially among the 20s who emotionally engaged with the story. The video was even introduced to TV news channels (SBS, YTN) without any additional ATL media cost. This campaign proved how rapidly the contents can be spread throughout social channels such as Facebook.

The video was rapidly distributed throughout Facebook users to gain 2M views within 24 hours after live. It took only 2 weeks to gain 6M views, and total 8.4M views were gained during 37 days of the whole campaign period. If taken voluntary viral by share into account, we might be able to expect over 10M views. After the campaign, 78.8% of survey repliers said they have watched the campaign video, and 54% of them answered that they emotionally engaged with the video and changed their attitudes toward the part-timers.

We focused on the story that 1020, the target audience, can emotionally engage with, rather than pushing the brand message, and resulted in driving emotional bondage and make social movement through voluntary distribution.