Giving Gen Z ‘new nostalgia’ for a beloved heritage brand on YouTube
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Giving Gen Z ‘new nostalgia’ for a beloved heritage brand on YouTubeDecember 2022
Food and beverage brand Binggrae has become a living, breathing YouTube content creator and, with the help of its creative agency, Innored, pushed Koreans’ legendary fondness for banana-flavored milk into the present. Discover how these creative partners were able to connect with a younger audience by creating “new nostalgia” through collaboration with creators and friendly engagement.
Find more creative inspiration with marketing insights by visiting Meet the Makers on the Think with Google YouTube Channel.
Soo Jin Lee: For Gen Zs, if you can’t search it on YouTube, it doesn’t exist.
Banana flavored milk is very historic. It’s legendary in Korea, and you can say that all Korean has at least one memory or a nostalgia about this brand. But I wanted people to talk about it now. I thought I would like to give [the] younger generation new nostalgia that they could talk about in their future.
The best way to be seen is to be on YouTube. YouTube gives us much more freedom compared to other conventional medias, because we can actually choose who we want to speak with.
Min Kyung Kim [speaking in Korean, translated into English]: YouTube is a community, which makes it an attractive and powerful platform. Our goal is to establish friendship with Generation Z through this YouTube channel. It would be great to have more than 100,000 subscribers.
Soo Jin Lee: I think how to use this community, how we can bring this community in and out of YouTube, how we can evolve this is going to be our next big step.
Jae Han Ahn [English translated from Korean]: We’re making these videos so people can just find it cute and fun. We want to create a space where subscribers of all ages and genders can enjoy themselves.
Min Kyung Kim [English translated from Korean]: Innored has a slogan: “beloved idea, beloved company.” It is a slogan to create an idea and become a company that is loved by people.
Soo Jin Lee: When we do YouTube, we do a lot of collaborations. And because we’re talking to younger generations, we work with a lot of young generation artists. And the important thing is to let them do what they can do.
Within our team, there must be a fan, because, in that way, we can know whether that artist is being themselves. We really try to give more power to the creators, rather than us giving them guides or restricting them.
The easiest way to make things trendy is to collaborate, and we can show different aspects of our brand without having to change the brand itself a lot.
Jae Han Ahn [English translated from Korean]: An attractive feature of this channel is its ability to generate content through subscriber participation.
Min Kyung Kim [English translated from Korean]: We look forward to things like, How will viewers contribute to the event? What kind of drawings would we get if we held a drawing contest? What kind of lyrics would we receive if we held a lyrics writing contest?
Soo Jin Lee: When you see the reviews, it’s like there are so many ideas and insights, and you get to understand what these people like about your brand. So it’s really important for us as well that our subscribers really talk to us consistently.
Min Kyung Kim [English translated from Korean]: We need to talk a lot to become friends. YouTube’s comments section is where viewers and our brand can have that conversation. When viewers leave comments, we respond to them by leaving a reply comment. Many viewers enjoyed this, which is why more and more comments kept coming in.
Soo Jin Lee: We’ve seen many youngsters come to our channel and just talk about their worries, and we want them to really come to us and speak. And in order to do that, we created this persona. In Korea, you have different languages to speak for elder and to your friends, and usually brands would go for the very polite version. But for us, we go for the very casual, friend-like tone, because we want our fans to feel like that this brand is alive.
So those are the things that we really try to focus on when we engage with our fans and when we run our channel.
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