ABOUT

As a brand that targets young people, Bonchon wanted Millennials and Gen Z to love us, so we invested a lot of effort (and budget) crafting beautiful, trendy content. But all that effort didn't get the organic love we expected (without spending a lot of media money).

Research showed why: "perfection-fatigued" millennials and Gen Zers prefer something a lot more real and raw. In short, what we thought they would like, and what they actually like, were very different.

Then we just have to give the young people what they want. Bonchon decides to GET REAL!
Rather than only creating contents that look like they have gone through brand guidelines, designers and several revisions, our posts should look more like something our audiences could have made themselves.