PERIOD 2020-04 ~ 2025-04

Prain Global developed a content marketing campaign titled “Difference of Eleven” to raise consumer awareness of 11st’s distinctive brand identity.

“Difference of Eleven” incorporated the number 11, the brand’s signature symbol, by featuring participants aged 11, 22, and 33. The campaign presented trending products from different generations through a twenty-questions-style format, highlighting the differences in trends across age groups.

The first episode gained exposure through YouTube’s recommendation algorithm and achieved 5.15 million views as of October 2022. Purchase links for products featured in the video were also provided in the comments section to encourage actual purchases.

Despite intense competition in the digital media landscape, the campaign recorded a total of 28.56 million cumulative views through a strategy that reflected both content consumption trends and brand equity. In addition, the campaign’s organic performance, including organic reach and subscriber acquisition, was estimated to have generated approximately KRW 1.4 billion in equivalent marketing value.