Background

Situation] E-commerce platform eBay korea G9 had to prepare for Black Friday, the biggest shopping season. Brief] In the COVID-19 era, people can't enjoy traveling abroad. We hoped that people would enjoy overseas travel at home and experience looking at overseas products. The title is "Earth Traveler".(G9 has the same pronunciation as Earth in Korea.) Objectives] Through participation in the campaign, consumers enjoy virtual overseas travel on Instagram at home. In the process, consumers recognize 'the overseas direct purchase service' of 'E-commerce platform eBay Korea G9' as attractive.

Describe the strategy

Data gathering] Social situation : consumers trapped in their homes during the COVID-19 era. Target audience] 2030(Overseas Direct Purchase Core Target) Relevance to platform] E-commerce Platform eBay Korea G9's overseas direct purchase service Approach]Instagram, the social network most frequently used by 2030s. Instagram has photos, videos, and tag functions, making it the best platform to create games. Using the functions of Instagram to plan a Escape room game on Instagram. Consumers can escape from the room by taking hints from the 'room escape' Instagram account. The room's account runs from G9's room to the United States to Europe to China. Consumers can move to multiple countries (accounts) using basic functions such as feeds, tags, and searches on Instagram. Under the keyword "world travel," the G9 has created a huge non-face-to-face escape game on Instagram.

Describe the execution

Implementation] Create and link 25 Instagram accounts. It starts with 'G9's room' and consists of 'USA', 'Europe' and 'China'. These three countries are the countries where Koreans use 'overseas direct purchase' the most. Find the golden keys in each country, collect the three, and the applicants can escape. Process) The answer is set to Instagram account name > Search the correct account and move it. In addition to the final compensation, 'Overseas Direct Purchase Coupon' is hidden in the middle of the game for the prevention of departure and pleasure. We prepared stores in each country in the game. When visiting a store, consumers can get the item as a hidden prize. Finish) When consumers found all three golden keys, they accessed the hidden page of G9(G9's web and app page) and received the final reward. Timeline] 2020.11.18 ~ 11.30 Placement] Viral, Digital Video(YouTube & Instagram), Instagram Game(Instagram) Scale] \160,000,000

List the results

Impressions: 12,338,960 Accounts Reached: 3,826,439 Like: 267,965 Follower: 185,624 Final Applicant: 21,462(Duplicate Applicants 192,405) Business Objectives: -Percentage of first-time visitors to G9 platform among final applicants 87% -Percentage of Key Target (2030) among final applicants 81% Organic viral -Posting 2,100 -Comments 6,370 -Like 15,885