kpop
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How Marriott is turning K-pop fandom into a loyalty machine
When a Marriott ballroom in Tokyo turned into a 'mini Super Bowl' for Enhypen fans, it was long-term brand play. Marriott’s APEC chief commercial officer, John Toomey and loyalty boss, Ramesh Daryanani, break down their 'barbell marketing approach' to loyalty.
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Snow Peak’s latest ad banks on star power with BTS’ V as its new face
Because touching moss beats summiting a mountain any day.
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Ad Nut stans Google and K-Pop (briefly), then scampers back to safer branches
In Google's latest, a dad attempts to bond with his teen by embracing Le Serrafim fandom with help from AI tools. Ad Nut is intrigued, mildly impressed, and profoundly grateful to raise squirrel offspring instead.
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Inside Somersby’s ‘no-nonsense’ brand positioning with K-pop’s Yeonjun
Campaign exclusively chats with Carlsberg Asia’s senior director, Rommel Fuentebella, about Somersby’s new tagline and campaign, with a sprawling Asia push that enlists K-pop idol Yeonjun.
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Why brands should tap social communities for conversion
UM Philippines' Jesca Bantayan explains how brands can use the power of fandoms as an engagement tool to connect with their consumers.
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Rexona partners with K-pop group G(I-dle) for a not so fresh deodorant campaign
Ad nut is convinced now is the time to burst the K-pop endorsement bubble.
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