Solution
- Key marketing strategies that can help the company’s image differentiate itself from its competitors were set and systematic PR activities were carried out based on those strategies
- Contact points of the media were expanded by comprehensively responding to the scattered media attention and reports through a press conference
- Favorable relationships with the media were built by having meetings with journalists and responding fast to them for risk management when negative issues occur
Results
- The brand was exposed several times in major daily newspapers and on TV shows, raising its brand recognition
- High attention was collected to the brand at the first media press, helping high coverage on major channels to be recorded
- For 30 months during which the media marketing programs were executed, its annual sales rose by 1,700% and its joined members increased by 1,800%
- Any risks were managed fast with the quick response to negative issues by correcting false reports as soon as the issues occur
