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Work :: Case Studies – Matiz

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2. Matiz

“Clear the way! Korea’s flagship subcompact car is coming!”

Background

Strengthening online brand marketing such as public opinion management and improvement of brand competitiveness to be prepared against the government’s deregulation on subcompact cars in 2008 and release of new cars by rivals

Strategy

  • To manage online public opinions to be prepared against the government’s deregulation on subcompact cars and release of new cars by rivals
  • To manage brand reputation by pushing down negative contents
  • To maintain and strengthen brand power as Korea’s No. 1 subcompact car through word-of-mouth
  • To strengthen brand loyalty by emphasizing brand strength and exposing brand contents
  • To expose brand on the portals through the creation of high-quality contents and create issues
  • To draw attention from consumers and make them voluntarily participate through the production of creative contents

Effects

As rivals release new cars with the government’ deregulation on subcompact cars, it was urgent to bring down the popularity of rivals’ cars and create issues for the upgraded Matiz. Based on Blue SMO’s technical knowhow and social networking, we were able to kill two birds with one stone. In particular, the new Matiz was exposed on DAUM and even through new articles.

Case Studies

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