Dodram’s ‘Pick Place’ Surpasses 3.77 Million Views… Korean Pork Marketing Shifts from Product Promotion to ‘Experience’

Marketing strategies in the food industry are shifting from direct, product-centric promotion to content-centered approaches that share consumer experiences and tastes. Attempts to connect online content with offline consumption are becoming increasingly active, such as allowing consumers to taste food featured on YouTube and television at actual stores or participate in the new product development process.

In line with this trend, the Korean pork brand Dodram is also strengthening its content marketing by combining restaurants, travel, and lifestyle. This strategy goes beyond simply promoting the taste and quality of pork to expanding touchpoints with consumers by suggesting various ways to enjoy Korean pork in everyday life.

Dodram ‘Pick Place’ Reaches 3.77 Million Views in 28 Days

Dodram Pig Farming Cooperative (Chairman Park Gwang-wook) announced that the original content "Pick Place" on its official YouTube channel "Studio DDRL" has surpassed 3.77 million cumulative views across four main episodes as of 9:00 AM on October 15.

This achievement was accomplished in just 28 days since the first video was released on September 17. In particular, the second video surpassed 1 million views, while the third and fourth videos also approached 1 million.

Unlike conventional advertising methods that put products front and center, ‘Pick Place’ is content centered on stories of food, space, and people.

The episode captured actress Kim Mi-kyung visiting various famous landmarks in the Seoul metropolitan area and experiencing local food and culture alongside episode guests including Jung Hyuk, Kim Poong, and Jonathan.

It introduced bike cafes and charcoal kilns in Yangju, Gyeonggi Province, as well as vintage shops and gacha shops in Seongsu-dong, Seoul, and the Jongno area, and in the fourth episode, it visited Mangwon Market, which is gaining popularity among the younger generation and foreign tourists.

Dodram products appear naturally as the cast members enjoy food. This approach encourages consumers to accept the brand as part of everyday food culture rather than perceiving it as a direct advertisement.

From grilling-centric to camping, convenience meals, and unique combinations… Suggesting ways to consume Korean pork

A noteworthy aspect of the content is that it presents various ways to consume pork.

Dodram is expanding the range of applications for Korean pork by introducing unique menu items, such as ‘Candon’ (suitable for outdoor activities and camping) and ‘Grilled Tripe Tacos.’

In particular, the Mangwon Market episode showcased a "Whole Jokbal Pairing," combining market food with "Dodram Whole Jokbal." This reflects the so-called "My Recipe" consumption trend, where consumers combine existing menu items to suit their own tastes.

This can be seen as an attempt to expand the consumer experience of enjoying pork through processed meats, convenience foods, and various cooking methods, moving away from a grilling culture centered on pork belly and neck meat.

Dodram also operates viewer participation events utilizing YouTube and its official Instagram. This approach provides consumers with the opportunity to personally experience the food featured in the content through events linked to the locations visited in the videos.

However, it requires separate verification to determine how much the high view counts of online content actually translated into product purchases or increased sales. The currently disclosed performance figures are significant in that they serve as indicators of the content's reach and consumer interest.

Content becomes a product, and consumers choose new products.

Marketing that connects online content with actual consumption experiences is also appearing in other food companies.

Nongshim is conducting a consumer vote for two new product candidates jointly developed with Chef Edward Lee to mark the 40th anniversary of the launch of Shin Ramyun.

To select the product preferred by consumers between ‘Shin Ramyun Cheese & Doenjang’ and ‘Shin Ramyun Seafood & Fish Cake,’ the method combined online voting via the official website and Instagram with on-site tasting voting at the ‘Shin Ramyun Bunsik’ pop-up store in Seongsu-dong, Seoul.

A key feature is that consumers are not only encouraged to purchase new products but also to participate in the product selection process. The final selected products are scheduled to be released at the end of November.

CJ Freshway connected broadcast content to actual restaurant menus.

Since last August, the ‘Gourmet Bridge’ food court at Incheon International Airport Terminal 2 has been showcasing dishes made by chefs who appeared on the tvN variety show ‘Street Restaurant Fighter’.

The dishes featured on the broadcast, such as the ‘Emperor Dried Pollack Hangover Soup,’ ‘Meat-Packed Perilla Oil Kimchi Stew,’ and Grilled Cheese Sandwich, have been recreated as actual menu items, allowing consumers to experience the food from the show firsthand.

If Dodram proposes new situations and combinations for enjoying Korean pork through video content, Nongshim involves consumers in the product development process, and CJ Freshway connects broadcast content to foodservice products.

Expanding Korean pork consumption hinges on connecting actual purchases beyond brand awareness.

These changes show that the way food companies relate to consumers is changing.

While advertisements in the past focused on emphasizing product price, quality, and features, recently, where consumers eat, with whom they eat, and what experiences they share are being utilized as key themes in content.

In particular, for the Korean pork industry, content that reflects consumers' daily lives and preferences can serve as a means to showcase the diversity of pork consumption methods. This is because it allows for the introduction of various products, such as pig's trotters, intestines, and processed meats, in new combinations, in addition to cuts of meat for grilling.

However, for the popularity of content to lead to actual consumption expansion, changes in real consumer behavior, such as purchase conversion and repurchase, are just as important as an increase in brand awareness.

A Dodram official stated, “Pick Place is content designed to convey both the familiarity and novelty of Korean pork through the tastes and stories of the cast,” adding, “We will continue to consistently suggest ways to add joy to the dining table based on fun and informative content.”