Maybelline takes K-pop band Itzy on interactive virtual shopping trip for 11.11
Watch the video conceptualised by McCann Worldgroup agency Gotham
Korea: The Asian Tiger’s cultural leap
How South Korea leveraged ‘soft power’ and cultural dominance in its killer marketing strategy.
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.
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins