Case Study:

JINRO

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Job Scope

PR Retainer

Date/Duration

PR project from April – December 2023

Brief/Objectives

Mutant was tasked with increasing brand awareness for JINRO in Indonesia and positioning it as the #1 Korean soju brand through media and social media publicity. Throughout the project, Mutant implemented a comprehensive PR strategy that included media outreach and KOL activities, including organising a FAM-trip to the HiteJinro factory in South Korea.

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0 b
PR value
earned (IDR)
0
top-tier media lists
k
positive social media impressions

Results

  • Earned more than IDR 3.5 billion in PR value
  • Secured a media interview with four top-tier notable publications: Bisnis.com, Viva, Suara.com, and Herworld.
  • Organised a Media Gathering for Soju Tasting Experience, inviting up to 20 top-tier media lists and earned IDR 1 billion in PR value with 19 positive news coverage
  • 120,000 social media impressions for the F&B Influencers Year-end Jinro Gathering with positive comments, and improved brand awareness for JINRO among F&B and Korean wave enthusiasts.
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