JINRO
Mutant was tasked with increasing brand awareness for JINRO in Indonesia and positioning it as the #1 Korean soju brand through media and social media publicity.
The Campaign
Throughout the project, Mutant implemented a comprehensive PR strategy that included media outreach and KOL activities, including organising a FAM-trip to the HiteJinro factory in South Korea.
The Result
- Earned more than IDR 3.5 billion in PR value
- Secured a media interview with four top-tier notable publications: Bisnis.com, Viva, Suara.com, and Herworld.
- Organised a Media Gathering for Soju Tasting Experience, inviting up to 20 top-tier media lists and earned IDR 1 billion in PR value with 19 positive news coverage
- 120,000 social media impressions for the F&B Influencers Year-end Jinro Gathering with positive comments, and improved brand awareness for JINRO among F&B and Korean wave enthusiasts.
3.5bn
PR value earned (IDR)
20
top-tier media list
120,000
positive social media impressions
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