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"NewJeans, the reason why they became a 'precious body' in the advertising world four month after theie debut"
Girl group NewJeans is sweeping the advertisment market four months after its debut thanks to its wide popularity centered on the MZ generation. There are also various industries ranging from telecommunication companies to banks, fashion, and education companies.
According to the advertising industry, NewJeans has onreceivedmodel offers from more than 100 companies since its debut in July. There are many advertisments that have already been signed and transmitted, including SK Telecom brand '0' (young), Shinhan Bank SOL, 5252 by O!OI, and Megastudy Education Megapass.
The number is large when advertising the concept of collaboration is added. For example, Hanni, a member of the group, was selected as ambassador for luxury brand Gucci, and was on par with EXO Kai, IU, Lee Jung Jae, and Shin Minah. Regarding the reason for selecting Hanni as an ambassador, Gucci explained, "Hanni's firm philosophy on style is similar to Gucci's vision of embracing the diversity and emphasizing self-expression, drawing attention to pop culture in our daily lives."
Musinsa, an online fashion store, selected all members as Global Ambassadors and introduced them as Musinsa's representative faces to global markets such as Japan, Southeast Asia, the United States, and Australi. As a result, NewJeans will take the lead in promoting domestic fashion brands and participating in various global campaign advertisments and marketing activities of Musinsa in the future.
In response to a series of love calls from companies, NewJeans ranked eight in advertising model brands reputation (a between advertising model brands and consumers in October (as of Sept 29 to Oct 29) after Blackpink and IU, Yunha (SNSD), Le Sserafim and Twice were all outstanding singers.
The biggest reason why finding NewJeans in the advertising industry is it ripple effect within the MZ generation (Millenial + Z generation), which has become a major consumer. NewJeans is a group belonging to HYBE sub-label ADOR (CEO Min Hee Jin), and even before its debut, ot attracted attention with "BTS' younger sister group" and. "Min Hee Jin's girl group."
The reaction after the debut was simply hot. It received explosive attention, selling 311,271 albums in a week as well as sweeping various music charts. The public was wnthusiastic about the songs of NewJeans, as well as its trendy fashion and fresh and natural image. Overall, it was also effective that it was an emotional group in 1990s. This filled the "hip" sensibility of the 10s and 20s generation, which was mired in retroism, while stimulating the nostalgia of women in their 30s, and 40s, openig their wallets.
Of course, it is too early to say that the use of NewJeans' model will immediately lead to increased sales. However, the fact that more than 17,000 people visited the New Jeans pop-up store to purchase the New Jeans and the MD (official product) or that the bag-type album "New Jeans Bag", which was released as a limited edition, is sold at a premium of more than twice, indirectly shows their popularity and ripple effect.
"NewJeans has received love calls from more than 100 companies and is discussing collaboration with companies in various fields, including global brands," the agency ADOR said. "Their activities in the advertising market are expected to expand further." "This is proof that NewJeans is the most notable artist at the moment," he said.
An advertising industry official said, "NewJeans is gaining popularity with its hip and trendy sensibility. In particular, they are rapidly emerging as an icon in their unique atmosphere and style, unlike idols that have appeared so far," he said. "The strength is that they are not embroiled in sensitive controversy such as school violence and are still highly efficient compared to advertising costs."
