BGF Retail CU: Convenience store series

Korean convenience store chain, CU, enhanced its brand favourability and built up its fanbase with a YouTube campaign.

Background and Context

In the highly competitive and trend-sensitive convenience store industry, CU has already secured a high level of customer awareness, but it is continuously refreshing its brand image through new customer experiences, especially targeting Millennial and Gen Z customers to gain even more affection. To achieve this, CU aimed to build a CU fandom by uploading various branded content on its YouTube channel, featuring CU's unique stories.

The campaigns primarily aimed to boost brand favorability among the trend-setting Millennials and Gen Z, known for their preference for short-form content. Instead of directly mentioning CU's products, the creative...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands