SOCIAL TRENDS & MARKETING INNSIGHT REPORTS
SEPTEMBER 2024 REPORT OVERVIEW
Explore our social trends and marketing insights report for September 2024, which features topics from social and cultural trends going viral in Korea and across the world. Reading books has started gaining attention among Gen Z as a “hip” activity. Global artists Pharrell Williams and G-Dragon have teamed up. On JOOPITER, Pharrell’s digital auction platform, G-Dragon unveiled a special collection of his personal items to the public. MAD STARS 2024 held its grand opening in Busan this past August and concluded with great success. Let’s explore marketing mix modeling (MMM).
Date: 03/10/2024
Issue: 9
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WHAT’S IN THE SEPTEMBER REPORT?
TREND HUNTER
Exploring social and cultural trends going viral in Korea and across the world.
Text-Hip
How Gen Z Are Engaging with Text
Gen Z is often referred to as digital natives. Recently, however, reading books has started gaining attention among them as a “hip” activity. Why is reading suddenly emerging as trendy content among younger generations?
- The growing enthusiasm for reading among Gen Z is manifesting in various ways.
- For Gen Z, reading books is not only a way to escape the digital world but also a way to signal that they are “hip.”
- Even the way Gen Z enjoy text is hip.
- Various industries, including publishers, are tapping into the “text-hip” trend to explore new opportunities.
SPACE-EX
Visiting trendy places to look for the reasons for the popularity and insights.
NOTHING BUT A ‘G’ THANG:
THE ART & ARCHIVE OF G-DRAGON
Let’s explore this collaboration, where G-Dragon’s artistic vision merges with JOOPITER’s universe, crafted with Pharrell’s creative touch.
Global artists Pharrell Williams and G-Dragon have teamed up. On JOOPITER, Pharrell’s digital auction platform, G-Dragon unveiled a special collection of his personal items to the public.
- A unique collection of G-Dragon’s personal items, reflecting his distinctive taste, and JOOPITER’s limited-edition collaboration collections were unveiled
- Glamorous and bold pieces customized by G-Dragon captured the spotlight.
- Paintings created by G-Dragon offered a glimpse into his artistic vision.
ISSUE DISCOVERY
Analyzing selected marketing topics.
Marketing Mix Modeling
Let’s explore Marketing Mix Modeling (MMM)
In an increasingly complex consumer environment, the campaign activities of brands and businesses are expanding. In light of this evolving marketing landscape, MMM is a tool that helps companies comprehensively analyze the outcomes of various campaigns and efficiently allocate their budgets.
- MMM is gaining attention as an accurate and realistic method for analyzing marketing performance.
- A tool for optimizing marketing execution is developed through the stages of data collection, performance analysis and systemization, and modelling.
- It helps manage business performance through accurate analysis of marketing activities.
- Rapid technological advances are driving the evolution of MMM.
- There are several factors to consider for the successful implementation and management of MMM.
CREATIVE HIGHLIGHT
Introducing attention-grabbing creatives.
MAD STARS 2024
Creative Solutions Sparking Change
GMAD STARS 2024, Korea’s only international advertising festival, held its grand opening in Busan this past August and concluded with great success. This year, the event particularly stood out for recognizing campaigns that presented creative solutions and leveraged cutting-edge technologies to drive social change. Among the many innovative ideas showcased at MAD STARS 2024, let’s take a closer look at some of the award-winning campaigns that deserve our attention.
- Campaigns that created real-world impact by offering simple yet effective solutions rooted in social responsibility were especially recognized at MAD STARS 2024
- Projects that emphasized sustainability through creative approaches, leaving a positive impact on future generations, were also in the spotlight.
- Creative campaigns that found new ways to communicate with consumers through ingenious ideas aligned with the social and cultural environment were also highlighted.
- Some campaigns successfully built trust and sparked positive perceptions by showcasing brands’ unique technologies and distinctiveness, effectively challenging consumer stereotypes.
- Messages aimed at improving the quality of life for people with disabilities and encouraging their social engagement through innovative technologies that overcome physical limitations stood out.
VIEW THE FULL SEPTEMBER 2024 REPORT
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