VIVIEN Targets People in Their 20s and 30s with Experiential Marketing

[Financial News] VIVIEN is expanding its experiential marketing efforts to target people in their 20s and 30s.
According to VIVIEN on the 16th, the company is conducting a consumer-participation experiential marketing campaign centered on its brand SANDIZ.
For this campaign, VIVIEN planned and manages the entire process, from recruiting participants to organizing activities.
VIVIEN held meetings with university student groups, including Sookmyung Women’s University’s running crew Chungpa Runners, DSWU’s snowboarding crew BEAUTIFLY, Kyung Hee University’s dance crew Hi Hello, and Chung-Ang University’s cheerleading squad HURRAH-C, to discuss the brand and its products. Consumer feedback gathered during the process is being used for product improvements and marketing.
VIVIEN is also operating eight ambassadors centered on DSWU’s snowboarding crew. Four nonprofessional models selected through a separate process recently completed a photo shoot. Their images will be used on the company’s official social media channels and product detail pages.
VIVIEN plans to expand collaborations with university student and office worker groups. It also intends to strengthen participatory marketing through cohorts of nonprofessional models and university student marketing contests.
A VIVIEN representative said, "SANDIZ’s experiential marketing is core content that goes beyond simple product exposure by building empathy with consumers and growing together with them." The representative added, "We will build differentiated brand equity through close communication."
[email protected] Kang Myung-yeon Reporter