Turn a Korean cultural festival into an experience Vietnamese youth would genuinely want to join.
CJ Group needed to introduce CJ K Festa as more than a promotional event. The campaign had to connect K-Culture, food, entertainment and brand offers in one accessible story for young Vietnamese audiences.
Position creators as experience guides, not poster-distribution channels.
IMVN built the campaign around three content layers: create anticipation before the event, capture the experience on site and extend conversation after the programme.
- Selected 17 influencers across lifestyle, entertainment, food and youth culture.
- Assigned different roles across teasers, experience content, reviews, programme updates and offer amplification.
- Kept one consistent K-Culture message while allowing each creator to use their own voice.
A multi-touchpoint campaign delivered through 65 social posts and short-form videos.
Creators introduced the event in advance, captured activities across locations and produced content around food, games, entertainment and CJ brands.
- Managed creator briefs, posting schedules, hashtags and mandatory talking points.
- Combined event imagery, vertical video and experience-led storytelling.
- Tracked audience response and engagement throughout the campaign.
Event imagery, short-form videos and a consolidated campaign report.
ImageCJ K Festa campaign report
ImageCJ K Festa 2024 event
VideoCJ K Festa 2024 campaign video
CJ K Festa achieved broad visibility and meaningful youth engagement.
17Influencers activated across the campaign.
65Social posts and content pieces published.
2.1MTotal campaign views.
48KInteractions recorded.
