Using Kim Soo-hyun and Kim Ji-won as models, advertisers also smile thanks to the “Queen of Tears” effect
Advertisers are also smiling thanks to the success of tvN's "Queen of Tears"
With the success of “Queen of Tears“, tvN’s channel competitiveness has been proven, and the performance of sponsored advertisements has also been maximized. In particular, brands that have chosen actors Kim Soo-hyun and Kim Ji-won as models are reaping the benefits of the “Queen of Tears” effect.
Homeplus actively conducted the “Foundation Exclusive Super Sale Home Plan” campaign featuring Kim Soo-hyun and executed general and virtual advertisements centered around “Queen of Tears”, experiencing an increase in brand image and likability. Similarly, the outdoor brand Eider, with Kim Soo-hyun as the model, actively utilized advertising spots immediately after the airing of “Queen of Tears”, resulting in considerable advertising awareness for the spring-summer season among consumers.
Hanwha General Insurance recently appointed Kim Ji-won as the brand model and launched an advertising campaign centered around “Queen of Tears”. According to a Hanwha General Insurance official, there has been an increasing trend in searches related to Hanwha General Insurance brand since the success of “Queen of Tears”, resulting in positive responses both internally and externally, maximizing the effectiveness of brand advertising during the peak insurance season in spring.
The performance of brands that executed general advertisements has also been maximized. During the spring season, Kyung Dong Navien executed advertisements for the Navien air purifier, achieving the “highest monthly search volume” for the product on April 21st. Taking advantage of these results, Kyung Dong Navien additionally executed virtual advertisements after the end of the drama. Similarly, searches for the “6-week ampoule serum” exposed in the mid-program advertising of “Queen of Tears” significantly increased, leading to maximized sales for the German No.1 anti-aging brand Eucerin.
CJ ENM stated, “Although advertisers are facing concerns about TV advertising execution due to the economic downturn, ‘Queen of Tears’ has proven that by presenting ‘good IP’ on ‘influential channels’, it can go beyond branding and have an effect on sales.”
