Hyundai Steel is stepping up its promotion for H CORE, a premium construction brand. The social media marketing strategy for H CORE is part of the company’s wider efforts to reinforce its market position and branding capabilities.
To date, a 30-second promotional video for H CORE, posted on Hyundai Steel’s official YouTube channel, has garnered more than 10 million views.
Last year, Hyundai Steel relaunched the premium construction streel brand H CORE and announced its commitment to advancing the brand, shifting it away from an earthquake-resistant steel brand to one specializing in premium construction steel.
With the relaunch of H CORE in October 2022, the company set up an official H CORE website and YouTube channel(www.youtube.com/@hyundaisteelofficial) for promoting two-way communications with consumers and sharing information about the brand.
Videos about H CORE have been uploaded to the company’s official YouTube channel. The videos focus on the H CORE universe—rather than just promoting the company itself—and creating values and gradually increasing touchpoints with customers.
A total of eight promotional videos are being produced for launch in 2023 for the purpose of enhancing the H CORE corporate image and reinforcing brand awareness.
Three of the videos—titled “Three Little Pigs,” “Achoo CORE,” and “Flexible & Firm”—have already been posted online, receiving positive responses from viewers throughout the market.
Each of the promotional videos is short, running less than 30 seconds, and is designed to communicate the premium H CORE image to the public, focusing heavily on Generation MZ.
As of February 24, “Three Little Pigs” has been viewed more than 340,000 times, and the follow-up episodes, “Flexible & Firm” and “Achoo CORE” have respectively reached more than 100,000 and 180,000 viewers.
The “Three Little Pigs” video, based on the well-known children’s story of the same name, starts by introducing construction materials such as straw, wood, and bricks.
Just like in the classic story, the first pig’s house is roughly built out of straw, and the second pig’s house is built out of wood, and both are blown away when the wolf huffs and puffs. In the video, the wolf is not able to destroy the third pig’s house because it is built with H CORE. The short video is designed to raise viewer awareness of construction safety, and emphasizes how H CORE can be used to prevent accidents and save lives.
This video emphasizes the safety of the premium construction steel material H CORE in a concise and impactful way, which has earned the video a rapidly increasing number of viewers.
The follow-up video, “Achoo Core,” connects the cute sneezing sounds of animals with the pronunciation of the “H” in H CORE, conveying the message that the brand can safely be used throughout each of the four seasons.
The “Flexible & Firm” video shows overlapping images of soft and hard materials in succession, piquing viewers’ interest and metaphorically expressing, in a simple way, the firm but flexible nature of H CORE.
This particular video, which using the OSV (Oddly Satisfying Video: a video that calms viewers using the psychology of feeling satisfied through order, symmetry, patterns, and repetition) technique, has seen a large number of views on Instagram and continues to receive positive reviews.
The aforementioned three videos have already been uploaded to the company’s online platforms, and the other five planned for this year are expected to be released soon.
“We created our official YouTube channel and Instagram account to effectively deliver information about H CORE and to improve customer access to our contents,” said a Hyundai Steel spokesperson. “We will continue to develop H CORE contents to strengthen our external communications with our customers and to increase brand awareness so that more viewers can experience the H CORE brand.”