SOCIAL TRENDS & MARKETING INNSIGHT REPORTS
FEBRUARY 2025 REPORT OVERVIEW
Explore our social trends and marketing insights report for February 2025, which features topics from social and cultural trends going viral in Korea and worldwide. Today’s hyper-personalized world has fragmented preferences and interests. Let’s join a mystical journey through the night to complete the previous missions of T-Factory and the multiplier effect of brand advertising. And let’s dive into the creatively charged campaigns showcased during Super Bowl LIX.
Date: 05/03/2025
Issue: 13
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WHAT’S IN THE FEBRUARY REPORT?
TREND HUNTER
Exploring social and cultural trends going viral in Korea and across the world.
Everyday Random Entertainment
Gen Z is turning to fun, random activities to escape within manageable limits.
In the era of hyper-personalization—where individual preferences and interests have become increasingly fragmented—Gen Z is burdened by the endless task of choosing the best option from an overwhelming array.
- In recent years, “random” has steadily gained traction, primarily through marketing events that use randomness—such as mystery boxes.
- A culture of random play is emerging to ease that pressure.
- Gen Z has embraced randomness as a form of self-expression, reflecting their desire to appear free-spirited and on-trend.
- The nature of travel—venturing into the unknown—aligns well with the concept of randomness.
- The so-called “random marketing” trend—notably seen in random photo cards—has sparked controversy for its speculative nature.
SPACE-EX
Visiting trendy places to look for the reasons for the popularity and insights.
A Temporary Good Night, T Factory
For the past four years, SK Telecom has hosted exhibitions with unique themes in the Hongdae area. However, this chapter is coming to an end as T Factory prepares to relocate to Seongsu. SK Telecom interpreted the move through its final Hongdae exhibition as fairies getting ready for bed to mark this transition.
- Special missions for the Fairies’ quality sleep
- A starlight experience where dream meets technology.
- T Factory: Creating branded experiences.
ISSUE DISCOVERY
Analyzing selected marketing topics.
The Multiplier Effect of Brand Advertising
Performance advertising, when used in isolation, has its limitations. Let’s explore how brand advertising creates a multiplier effect that addresses these limitations and maximizes overall impact.
- Imbalanced advertising strategies and growth slump.
- Limitations of performance advertising.
- The multiplier effect of brand advertising: amplifying the impact of performance advertising.
- The multiplier effect model and execution strategies.
- Key considerations for executing a “Brand × Performance” advertising strategy.
CREATIVE HIGHLIGHT
Introducing attention-grabbing creatives.
Super Bowl LIX Marketing Trends
Let’s dive into the creatively charged campaigns showcased during Super Bowl LIX on February 9.
- Jeep – Owner’s Manual.
- Mountain Dew Baja Blast – Kiss From a Lime.
- Ram – Drive Your Own Story.
- Hellmann’s – When Sally Met Hellmann’s.
- The Bridge – Santa is not waiting for January, why should you?
- Duracell – Brady Reboost.
- Homes.com – Not Saying We’re the Best / Still Not Saying We’re the Best.
- Google Pixel 9 – Dream Job.
- Rocket – Own the Dream
Image source: NFL Website
VIEW THE FULL FEBRUARY 2025 REPORT
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