|Title||CREATING A NEW CULTURE FOR PART-TIME WORKERS|
|Product / Service||N/A|
|Category||A06. Financial Products & Services, Commercial Public Services, B2B Products & Services|
|Entrant||WEBER SHANDWICK Seoul, SOUTH KOREA|
|Idea Creation||WEBER SHANDWICK Seoul, SOUTH KOREA|
|Media Placement||WEBER SHANDWICK Seoul, SOUTH KOREA|
|PR||WEBER SHANDWICK Seoul, SOUTH KOREA|
|Production||WEBER SHANDWICK Seoul, SOUTH KOREA|
|Katrina Foxe Myburgh||Weber Shandwick||SVP, Head of Marketing|
This campaign was unique because it took a stand against the mistreatment of part-time workers in Korea in a way no other brand or organization had ever done before. The fully integrated marketing campaign sought to shift a deeply ingrained culture that undervalued part-time workers, by employing high-impact tactics to reach the broadest possible audience across the country. In addition, the campaign enabled Alba Chunkuk to demonstrate a best-practice approach to engaging with part-time workers, rather than simply promoting its key messages via various communications channels.
From May-December 2016, a wide range of campaigns was implemented to shift the general public’s perceptions about part-time workers. Key campaigns include: • Planning and developing campaign microsite • Securing celebrity ambassadors, actress Suzy, actor Kang Ha-neul and comedian Lee Kyung-gyu, to be featured on TV commercials on TV and social media • Constructing a 15-metre wide, 6-metre tall LED media wall titled ‘Voice of Part-Timers’ in the center of Seoul. • As part of the ‘Alba Income Index,’ analyzing and pitching three-year data on part-timers to Korea’s largest newspaper, Chosun Ilbo • Through ‘Make-a-Wish Mailbox’ series, more than ten Korean celebrities visited selected part-timers at work, with the video shared through social media • Through ‘Part-time Heaven,’ sending four college students to Iceland as part-time workers to participate in a whale protection program. • Contributing to political initiatives through compensation and breakfast delivery for part-time workers on website
Through this strategic and multi-faceted campaign, the conversation about part-time workers in Korea successfully changed to one that was positive, showing the value they bring to Korea’s workforce. Difficulties that part-time workers encountered were exposed through each of the tactics which helped to shift the general public’s perception but also helped build self-confidence of the part-timer’s. The campaign microsite received more than 5.4 million visitors during the campaign and there was a 221% increase in part-time worker registrations on Alba Chunkuk. On Facebook, YouTube and other targeted social media, the campaign commercials generated 33+ million views; the Make-A-Wish Mailbox videos saw over 48 million views. Traditional media outreach also exceeded campaign objectives, with 118 articles appearing about the TV commercials, Make-A-Wish Mailbox and Part-Time Heaven. One of the greatest outcomes was securing a front-page article on Chosun Ilbo, with daily circulation around 1.4 million, as well as on the front page of the news section of Naver, the largest internet portal in Korea, featuring the Alba Income Index. The media wall alone generated 38 articles from visiting journalists, reaching an audience of more than 30 million readers through their publications and displayed 3,337 comments of encouragement for part-time workers. The Part-Time Heaven whale protection experience surpassed all expectations of the four participants and more than 2,000 hot breakfasts were delivered by Alba Chunkuk to part-time workers.
Alba Chunkuk, Korea’s No.1 online part-time job portal, launched an integrated campaign ‘Creating New Culture for Part-Time Workers’ in May 2016. The campaign aimed to improve the public’s perception of part-timers and promote a mutual understanding between employers and employees. Through TV ads, a media wall displaying comments of part-timers, social media content, and engaging activities, the campaign raised awareness among general public and influenced people’s attitude towards part-timers, dismantling the deeply ingrained culture of undervaluing and mistreating part-time workers.
The strategy focused on driving a cultural shift within Korea surrounding part-time workers, reinforcing a new set of values, perceptions and behaviours. The campaign primarily targeted millennials in Korea, aged between 18-30 years. A 2017 Incruit survey reported that 97.3% of Koreans in their 20s have had a part-time job at least once in their lives, which enabled to leverage the experiences of nearly all 18-30 year olds. This target group also spent a substantial time online, with an average of 20% per day on their mobile phone, indicating that an online, mobile-friendly element to the campaign was essential. With celebrities playing a key role in influencing the beliefs and behaviours, it was also imperative to leverage local influencers in sharing the campaign messages across all communications channels. The campaign also targeted a secondary audience, the general public, to influence their perceptions so part-time workers were valued and appreciated more.