Big Hit Entertainment

Big Hit is the record label behind K-pop superstar BTS, who became the first group since the Beatles to earn three No.1 albums on the Billboard 200 chart within a year in 2019. Their Artist Development Team hired The Hoffman Agency Korea to promote fully-fledged digital marketing campaigns for its 2018 Global Audition. Despite BTS’s success, Big Hit faced difficulties attracting artists and it was imperative for them to attract and promote new talent. Big Hit’s goals and criteria were as follows:

- To attract male candidates in their teens

To receive over 200 applications per city in the USA, Canada, and Hong Kong to participate at the onsite audition

Planning & Execution

  • Carry out a target analysis of Generation Z in each country where final auditions were scheduled to take place to find popular channels and the type of content that drew attention among teenagers

  • Execute marketing efforts in channels that have large-scale users and where target criteria setting was possible

Secure online applicants by triggering points that would facilitate individuals to take 'action'

Effectiveness / Results

  • Total number of online applicants: 2,083 people (online applicants: 1,887 persons; onsite applicants: 196 persons)

  • Number of onsite participants against the total number of online applicants:

- 873 persons (onsite)/1,887 persons (online)

- Onsite conversion rate 46% (compared to the conversion rate of the previous year -10%)

  • Participants by country and city:

  • - US: 448, Canada: 264, Hong Kong: 161

  • Number of views generated on YouTube (as of November 30, 2018):

  • - Content A: 3,182,720 views

    - Content B: 3,211,809 views

    • A QR code system brought efficiency to the company’s entire audition campaign and provided valuable data that could be used when formulating future marketing strategies

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    The Campaign Asia-Pacific Team