Challenge
Koreno needed to stand out in a competitive instant noodle market and move beyond functional product messaging to build stronger emotional relevance with young consumers.
CASE STUDY
The story behind the results
A simple breakdown of the challenge, approach and key campaign outcomes.
Approach
The campaign featured Trấn Thành with the signature hook “It’s Koreno Time.” The idea centered on “Koreno Kitchen” as a trusted companion that helps solve everyday challenges in life, love and work, then extended into a TikTok branded effect inspired by “Fruit Ninja.”
Results
10M+ TVC's Youtube views 30M+ Facebook impressions 500M+ Hashtag view 8000+ Challenge participants
Process
How Koreno turned product communication into brand engagement
1
Insight
Consumers look for quick meals, but emotional connection helps a food brand become more memorable.
2
Idea
Position Koreno as an everyday comfort companion through the “Koreno Kitchen” concept and "It's Koreno Time" slogan
3
Execution
Launch TVC, social content and the #KorenoTasteOfLove TikTok challenge with interactive branded effect.
4
Optimization
Amplify creator content, track social engagement and sustain campaign momentum across digital channels (Youtube, Facebook, Tiktok)
Gallery
Campaign materials
My role
Key Responsibilities
- Built the IMC strategy and campaign concept.
- Developed celebrity-led communication angles.
- Planned the TVC, social content and challenge flow.
- Led KOL/KOC activation and creator amplification.
- Monitored campaign results and optimized performance.
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