Analysing SuperM's phenomenal digital marketing campaign for their 1st Mini Album, focusing on social media strategy and viral marketing techniques.
Welcome to the first JETmusic podcast, in which I discuss SuperM's phenomenal digital marketing campaign for their self-titled debut mini album.
Originally created for my Business & Management degree final year Digital Marketing module, this review combines academic theory with practice to critically analyse the campaign's strengths and areas for improvement.
Please enjoy watching and let me know if you're also Jopping along to this campaign in the comments!
SuperM Marketing Snapshot:
CAMPAIGN AIMS:
Break into Western markets, following BTS and BLACKPINK's success
No.1 charting debut album
Unite several fan bases into one community
TARGET MARKET:
Age: 0-24
Gender: 80% Women, 20% Men
SuperM's Gen Z target market use technology for fulfilment of pleasure, fun and self-expression. Gen Z prefer quick communication and sharable multimedia content.
MARKETING CAMPAIGN SUMMARY:
Integrated Marketing Communication occurred through consistent hashtags, such as #SuperMtheFuture, resulting in an online brand community space for User Generated Content (UGC)
Content Marketing: transformed press conferences, TV show appearances and earned media into digital content garnering millions of views
Viral Marketing Techniques for physical products grew “message visibility” through UGC, e.g. fan images of their 8 CD versions, forming the group symbol, would be re-shared on SuperM’s Instagram story
Social listening to UGC to hop on to viral fandom moments
CAMPAIGN SUCCESS:
Music Ally ranked SuperM as one of the best music marketing campaigns in 2019
SuperM managed to rapidly progress from brand salience to resonance, forming loyalty with consumers
Debut mini album charted Number 1 on Billboard 200 and gained 115 million total album streams on Spotify
RECOMMENDATIONS:
SuperM should use less direct marketing and follow the social media cocktail party rule of 80% building relations and 20% selling, to avoid brand fatigue
Introduce a paid media strategy, such as collaborations with popular English-speaking Korean content influencers
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