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Pepero is a sweet snack from South Korea. Our goal was to immerse the audience in the sugary atmosphere of Korean trends and traditions, while introducing them to the brand’s main celebration — Pepero Day.

SMM, Instagram Targeted Advertising

Pepero

case

What do we know about Korea? K-Pop — a cultural phenomenon that has long expanded far beyond music. Our idea was to build a strong association between Pepero and K-Pop. Sweets are universal, so we focused on the “golden middle” — an audience aged 18 to 30. With the foundation set, the next step was amplification.

We launched reach-focused advertising campaigns, contests, and Pepero Day announcements. We collaborated with the popular K-pop group NewJeans, strengthening the brand’s cultural relevance and emotional connection with the audience. All of this allowed us to reduce the budget while increasing reach — as a result, more than 600,000 people attended Pepero Day.

What We Did

During the campaign, we refreshed the page design, overdelivered on the content plan, and published 28 posts and 159 stories. We ran 3 giveaways, processed over 36,000 comments, and responded to more than 20,000 direct messages. As a result, the project won Bronze in the “Best Targeted Social Media Campaign” category at an international festival.

Results