11st has been recognized for its digital communication capabilities through the use of artificial intelligence (AI) and customer engagement marketing.
On November 13, 11st announced that it received awards in the Retail and Shopping category of the Korea Social Media Awards and the Advertising Content category of the Korea Digital Content Awards at the 19th Korea Communication Awards held at the Korea Press Center in Seoul.
The Korea Communication Awards, hosted by the Korea Internet Communication Association and sponsored by the Ministry of Science and ICT, evaluates the digital communication capabilities of companies and organizations to select outstanding examples.
11st was praised for its differentiated content planning using Instagram and YouTube. On its official Instagram, the company introduces monthly shopping benefits through a video series called 'Monthly 11th Day' and utilizes generative AI to present products and promotions in innovative ways.
The company has also implemented a method that allows customers to participate directly in content creation. Notably, in the 'Lunar New Year Gift Showcase,' customer-submitted gift stories were produced into AI-generated videos.
The YouTube campaign 'Unmissable Grand 11th Day,' launched in May, also garnered attention. It features historical figures like Newton, Archimedes, and Galileo, who are humorously distracted by shopping benefits even during their moments of great discovery.
The video has accumulated approximately 7 million views on YouTube. An associated 'Eye Emoji' event attracted around 7,000 customer participations. 11st is enhancing brand communication by shifting from one-sided product promotion to engaging customers' interests and participation.
Ko Kwang-il, head of 11st's sales group, stated, "We will continue to develop our core communication assets to effectively convey the 11st brand and shopping benefits to our customers."
Meanwhile, 11st is conducting a monthly shopping promotion called 'Mart War' until the 22nd, offering seasonal fresh foods such as mackerel, dried fish, kimchi, and spinach at discounted prices.
* This article has been translated by AI.
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