HiteJinro’s JINRO Soju is a leading global alcoholic beverage brand, widely recognized for its pioneering role in the soju market.
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Strategy & Engagement
JINRO
Soju’s global expansion demanded a shift from traditional one-way social media communication to a more dynamic and engaging two-way communication strategy. In partnership with Comma, HiteJinro devised a social media approach to boost brand awareness and create stronger connections with consumers across 19 countries and 28 social media accounts, including platforms such as Instagram, Facebook, and YouTube.
The countries included in the campaign were: Dominican Republic, Germany, Russia, Malaysia, Mexico, the United States, Vietnam, Brazil, Singapore, United Kingdom, Indonesia, Japan, Cambodia, Canada, Thailand, France, Philippines, China（Taiwan and Hong Kong）. By tailoring content to regional audiences, JINRO Soju engaged consumers in a way that spoke to their cultural preferences while still maintaining a unified global message.
The agency’s strategy focused on two-way communication: delivering fun, interactive content alongside product information and updates. This approach created a sense of community and consumer loyalty, allowing followers to engage directly with the brand. Periodic posts were designed to keep followers engaged and curious, sparking conversation around the brand’s story and positioning in the market.
Impact & Growth
The results of this comprehensive social media strategy were impressive. By June 2024, JINRO Soju had garnered a total of 1.6 million followers across its 28 social media accounts. The YouTube global account alone surpassed 260k subscribers, earning recognition with a Silver Play Button, which is awarded to channels with significant engagement.
Overachieved KPIs, 220% growth, 1.6 million followers across 19 countries.
JINRO
In addition to the impressive growth in followers, JINRO Soju exceeded its annual KPIs by an outstanding 220% in 2023, showcasing the power of its refreshed social media strategy. The brand’s content resonated with consumers across all the 19 countries, significantly increasing its visibility and engagement on a global scale.
The social media campaign, which featured a mix of creative content and product highlights, also enhanced the brand’s connection to global consumers, particularly in regions where it faced stiff competition from other soju brands. By continuously engaging with its audience and maintaining consistency across platforms, JINRO Soju strengthened its position as the world leader in soju, building a loyal fan base and reinforcing its reputation as a leading, innovative brand in the spirits industry.
