JungKwanJang is a premium Korean red ginseng brand with over 120 years of heritage, renowned for high-quality products such as “Everytime”. Combining traditional Korean wellness culture with modern innovation, the brand targets health-conscious consumers worldwide.
While JungKwanJang has already built a strong presence across Asian markets, U.S. consumers often perceive ginseng products as traditional or niche, making it challenging to connect with younger Western audiences and strengthen its social media presence.
To address this, JungKwanJang partnered with DISRUPT to execute a global influencer marketing campaign, successfully expanding brand awareness, boosting consumer engagement, and exceeding performance expectations across key metrics.
Phase 1
Influencer Selection & Strategy Development
The foundation of the campaign was selecting the right influencers and building a strategy aligned with brand values. At DISRUPT, we carried out in-depth analysis focusing on three key factors: a strong U.S.-based follower base, high engagement rates, and a content style that complemented CheongKwanJang’s premium wellness image. From this, we developed a strategy that combined micro influencers with 10K to 50K followers and larger creators, striking a balance between broad reach and credibility.
To guide content creation, we emphasized authentic lifestyle integration by showing “Everytime” in relatable contexts such as morning routines and post-workout recovery. This positioned the product as a natural part of daily wellness while also weaving in storytelling elements of Korean wellness culture to create a bridge between tradition and modern lifestyles.
The result was more than just promotion. The campaign was designed to foster genuine conversations and build trust between the brand and consumers.
Phase 2
Content Creation Through Influencer Collaboration
DISRUPT collaborated closely with influencers to ensure genuine, relatable content production. Influencers were guided to maintain their unique style while naturally integrating the product. “Everytime” was presented as a quick morning health booster or a daily recovery aid for busy lifestyles. Content emphasized the energy-boosting benefits of ginseng through storytelling techniques, making the value proposition both clear and engaging.
Content went through iterative feedback cycles to balance brand messaging with influencer authenticity. The result was high-quality, relatable content that resonated with diverse audiences while effectively showcasing product benefits.
Phase 3
Campaign Execution & Performance Monitoring
DISRUPT optimized the campaign by coordinating ideal posting times to maximize visibility and sustain exposure throughout the campaign period. We tracked key performance indicators in real time across TikTok and Instagram, including reach, engagement rate, and shares. This not only drove stronger brand awareness in the U.S. but also provided valuable insights into American consumer behavior around ginseng and functional wellness products.
