HC2112: Case Study on Gangnam Style's Marketing Strategy

This report provides a comprehensive analysis of the marketing strategies employed for the global hit, Gangnam Style, focusing on the application of integrated marketing communications. The report delves into the '5Ws' model (Who, What, How, Where, When) to dissect the campaign's planning and execution, highlighting how YG Entertainment identified its target audience, crafted appealing content, and leveraged social media platforms, particularly YouTube, to achieve viral success. It emphasizes the critical role of content communication, especially the use of video, in conveying messages and creating a positive perception of the product. The report examines the impact of the song's unique dance style and relatable themes in attracting a diverse audience, even across language barriers. It concludes that the song's success was not accidental but the result of a well-planned and executed marketing strategy, demonstrating the power of integrated marketing in the digital age. The report references key sources to support its analysis.