kpop
K-pop groups: The next great brand collaboration
Marketers are quickly reading up on the colossal fan bases and socially conscious messaging that K-pop groups offer and how they can give brands a direct line to younger consumers.
Why brands ride the BTS wave in Singapore
TOP OF THE CHARTS: McDonald's, Louis Vuitton, Coca-Cola and Samsung have all seen a spike in business after collaborating with the band.
Johnnie Walker signs K-pop star CL to promote 'Keep walking'
CL’s personal story of overcoming prejudice to become a global sensation is explored in two campaign videos.
K-pop group SuperM debut Prudential-sponsored single 'We Do'
Insurance firm struck a partnership with the South Korean supergroup earlier this year to collaborate on wellness-oriented campaigns and activations.
BTS signs as global brand ambassador for Korea's Coway
BTS will represent both the corporate image and the company's products, such as water purifiers, air purifiers and mattresses.
The SuperM effect: How Prudential Asia's CMO is racing to sign up younger consumers
The insurer's CMO Anthony Shaw details how the 173-year old firm is pivoting its business using not just K-pop ambassadors but also digital tools to be relevant to a young audience.
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