I Like K-Food

The Objective

Engaging with young consumers online to raise awareness and sales

The Korea Agro-Fisheries & Food Trade Corporation (aT) is a state agency under the Ministry of Agriculture, Food and Rural Affairs in South Korea. Stylized as ‘I Like K-Food’, aT offices in Vietnam support Korean agricultural food product importers and promote ‘K-Food’ to local customers in Vietnam.

But major challenges arose during the pandemic lockdowns as in-person events were cancelled. The issue was that showcasing Korean fruits — mouth-watering varieties that are distinct from the local produce — was difficult without allowing vendors to experience the flavors or aromas. In response, aT decided to double down on its marketing efforts with consumer-focused activities. So, aT turned to TikTok to engage directly with young customers online, to raise awareness and drive sales.

The Solution

Encouraging users to have a taste of the fun first-hand

aT chose a set of solutions that would showcase the irresistible and invigorating feeling of eating fresh, succulent fruit. The core of the campaign was the #LenMoodCungKfruit Hashtag Challenge. The TikTok community is ripe with creative users, and HTC campaigns bring out that talent through friendly competition. aT also sweetened the deal by giving away attractive vouchers to winners of the challenge.

The campaign also utilised Branded Effects as part of the #LenMoodCungKfruit challenge. Branded Effects allow users to engage with brands through customized stickers, filters, effects and games. At the root of the engagement was creative expression through collaboration. The campaign brought this out with a game where users mimicked munching down on tantalizing fruit. The animated treat was accompanied by strong branding and peppy, upbeat music that captured the cool feeling of biting into a fresh pear, strawberry, or grape. aT enlisted seven creators from Vietnam, four from the Philippines, four from Thailand and five from Indonesia, to get the ball rolling on the campaign.

Users were first introduced to the #LenMoodCungKfruit HTC through TopView ads. TopView ads allow brands to juice all the opportunities they can to engage the community, by having their videos placed at the top of TikTok's For You page. Using this format, videos sprawl across the screen to capture users' attention at the top of their feed. aT also chose a TikTok original soundtrack to drive the video, inspiring users to join in on the high-energy fun.

The organization also selected several other solutions that would reinforce the underlying flavor of the campaign, including Brand Takeover and Reach & Frequency. Brand Takeover allowed the campaign to take TopView ads a step further by having a full-page HTC ad play when users first open the app. Reach & Frequency ads allowed aT to have the entire campaign's ads be placed in locations where engagement is more probable, while providing the brand with predictability, transparency, and control throughout the campaign.

The Results

Exceeding all expectations with massive community engagement

The campaign reaped a hefty bounty for aT’s I Like K-Food campaign. The #LenMoodCungKfruit Hashtag Challenge yielded a total reach of 29.1 million users, who viewed the videos over 395.2 million times, exceeding expectations by 167%. A total of 121,000 creators made 195,000 videos for the campaign. Branded Effects, the most important factor in the campaign, exceeded expectations for videos created by 226%. As a result, aT has seen exports to Vietnam and the wider Southeast Asian market growing.

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