Hyundai Steel promotes H CORE through social media
![Screen grabs from official YouTube videos of premium structural steel brand H CORE. [HYUNDAI STEEL]](https://koreajoongangdaily.joins.com/data/photo/2023/02/24/b45ac5a2-3e8e-46ae-89d4-50d9a58dd1d1.jpg)
Screen grabs from official YouTube videos of premium structural steel brand H CORE. [HYUNDAI STEEL]
Hyundai Steel is stepping up efforts to promote its premium structural steel brand H CORE. The plan is to strengthen its position and brand capabilities in the market by promoting H CORE through social networking services.
Hyundai Steel’s official YouTube channel features short video clips related to H CORE that have recently surpassed 10 million views.
In October last year, Hyundai Steel launched both a website and an official YouTube channel, offering information about the features and products available under H CORE. Hyundai Steel produced separate videos for H CORE with the aim to create H CORE’s brand worldview, as a strategy to provide value and increase customer contact rather than putting the company itself in the lead.
Since early this year, Hyundai Steel has planned to produce eight additional videos while improving its corporate image and tightening its awareness of H CORE. The Three Little Pigs episode, the H CORE episode and the Firm-Flexible episode, which have already been aired, are being well received in the market. These videos feature quick clips that are less than 30 seconds, to focus on delivering the premium brand image of H CORE to the public including the MZ generation.
The Three Little Pigs episode centers on the story that the house of the eldest made of straw and the second-eldest made of wood easily flew away when blown by wolves, while the house of the youngest, which was built with H CORE, did not collapse, emphasizing the construction safety that comes with H CORE. This content has some of the fastest-growing views among the channels as many people are familiar with the story which also shares the message of H CORE’s safety in a brief and impressive way.
The H CORE episode was released as a follow-up and with the similarity between the sounds of sneezing and the pronunciation of H in H CORE, it conveys that H CORE can be safely used in all seasons. In the Firm-Flexible episode, the properties of H CORE are metaphorically expressed by showing the materials that both seem firm and flexible. This episode used the “oddly satisfying video” technique and received positive reviews on Instagram.
More episodes will be released this month, introducing actual buildings and facilities with H CORE. From architecture to civil engineering including Lotte World Tower, H CORE will be offered for every aspect of life.
“We will continue to develop content with the aim to strengthen brand awareness as more viewers can experience H CORE,” an official of Hyundai Steel said.
BY PARK YE-EUN [park.yeeun@joongang.co.kr]
with the Korea JoongAng Daily
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