2020/2021 Winners & Shortlists

Background

The Korean Health Industry Development Institute and Korean Tourism wanted to promote medical tourism globally with emphasis on the MENA region. The aim was to popularize Korea as a destination but they were also clear that they did not want to highlight factors that were already well-known attractions in Korea. They wanted to boost their medical tourism sector by spreading awareness about the highest global success rates they have in Korea for curing serious illnesses such as cancer, heart-related ailments, and organ transplant surgeries. While Korea is already well-known for plastic surgeries and skin care treatments, they also wanted to let the world know about their charity programs that help victims of abuse and accidents regain physical appearance, and confidence.

Describe the strategy

Using our inhouse “Third Eye” program, we to analyzed various social media influencers, and the behavioural patterns of their followers and the friends of their followers to go beyond the usual metrics of number of followers and interaction ratio for their posts. Our research focussed heavily on the contextual fit for our content with the type of content the influencers are naturally known for. We finally arrived at an influencer whose follower base of over 15 million active fans was about 40% from the MENA region and the rest were Global followers, over 36% of his followers or their friends had shared or actively interacted with the content our client wanted to distribute, in the preceding 6 motnhs. in cosmetic surgery stood at 43%. This suited the client's target audience of primaray MENA.

Describe the execution

The reasearch was done through our in-house program customized for understanding contextual fit for any brand objective with the follower base of any influencer. The research took a period of 4 weeks - we started with 15 potential influencers, finally deciding one influencer to be used. The contextual fit along with the final cost from the influencers helped us arrive at what we call "cost per relevant follower" (CPRF).

List the results

The campaign on social media has reached over 22 million views (Facebook and Instagram) and 1 million interactions between Nov 30th 2019 and Jan 31st 2020. The videos are also widely distributed on WhatsApp but reach numbers on that platform are not available. Since the campaign was aimed at raising awareness, it isnt linked to sales.