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Creating Hype for the Largest KPOP Event in Australia

Paid Media Strategy / Social Media Marketing / Travel & Events

Objective

KCON is a celebration of Korean Pop Music, Fashion, Food, Beauty, Culture. It’s high energy, high impact and the fans have high high expectations! Ticketek in partnership with CJ E&M – a South Korean entertainment and mass media company – brought KCON to Australia for the very first time and it was our job to make sure people knew about it! Our mission was to create an events marketing strategy that drove awareness and hype for the expo, created buzz across the KPOP community and ultimately sold tickets for the event – and we had just 8 weeks to do it!

What we did

Like with all events marketing, we began by tackling the question, who is our audience? Once we gathered these insights we mapped them against a large-scale event sales cycle: pre-sale, announce, on-sale, run-home and the live event. For each phase of the events marketing calendar we created content to suit. Initially we built a buzz through mystery and intrigue and we continued to feed the appetite to travel to the event. Once we had the audience excited things got interactive! With social games like “create your own kpop album cover” we became the place to go for KPOP fans in Australia.

2.7 Million
People
Reached
76%
Organic
Engagement
14,000
New Social
Followers
6500+
Clicks
to Buy
KCON Australia – Events Marketing
KCON Australia – Events Marketing
Emilie Jirsch, Marketing Manager at TEG Live

“Brandalism drove awareness and excitement about the first KCON in Australia. With little knowledge from ourselves about KPop, Brandalism took the initiative to fully research the intricacies of KPop subculture. Brandalism worked well above and beyond to engage the KCON audience. The page went from 0 to 14k fans with a limited fan aquisition budget and became the go-to place for KCON event information. Our event partner in Korea CJ E&M had rave reviews for Brandalism’s work on the page, saying it surpassed all expectations from management”

Emilie Jirsch, Marketing Manager at TEG Live

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