Solution
- Through active media management efforts, the company aimed to be more familiar with the media regarding its brand-related issues and to try to change media’s negative perception towards this brand if any
- Visual sources and consumer participation content were found and used for pitching to boost the brand’s image as a trendsetter
- The marketing focus was changed from the past marketing promotions to the brand’s philosophy and values. By emphasizing its competitiveness, its business coverage was broadened in quantity and quality
- Through frequent monitoring, media or online negative issues are responded well right after they occur
Results
- Through aggressive marketing activities such as live commerce or TikTok challenge, the sales in the first half of this year rose by 46% during financial hardships in the industry
- The brand recognition and favorability among consumers and media increased
- Before and after The Nature Holdings went public on the KOSDAQ, media coverage was expanded to show its media issue management skills, business size, and its position as a trendsetter
- Trend keywords garnering social attention and issues were proactively presented to solidify the brand’s leading image in the industry
-Through fast and active response, negative issues were kept in check, creating favorable perception towards the brand
