Stray Kids and Nacific: Can K-Pop Stars Truly Boost Brand Awareness and Consumer Loyalty?

A study found that while K-Pop idols like Stray Kids can boost initial brand recognition, their impact on deeper brand recall and consumer loyalty is limited. Brands need to align ambassadors closely with their image and explore more authentic marketing strategies.

The surge of the Korean Wave, or Hallyu, has had a profound impact on global consumer culture, particularly in Southeast Asia. South Korean skincare brands, recognizing the immense popularity of K-Pop idols, have increasingly employed these celebrities as brand ambassadors to expand their market reach. Indonesia, with its vast K-Pop fanbase, has become a key target for these brands. In a recent study conducted by researchers from Bina Nusantara University in Jakarta, the effectiveness of this strategy was put to the test, focusing on the collaboration between the South Korean skincare brand Nacific and the boyband Stray Kids. The study aimed to determine whether K-Pop idols genuinely boost brand awareness, or if their influence is overstated in the highly competitive beauty market.

The Modest Impact of K-Pop Idols on Brand Awareness

The research utilized quantitative methods, distributing surveys to 100 South Korean skincare users in Indonesia to gauge the impact of Stray Kids as Nacific's brand ambassadors. Contrary to popular belief, the study revealed that the actual influence of Stray Kids on Nacific’s brand awareness was relatively modest, with an effect size of just 11.9%. This figure suggests that while K-Pop idols may help in creating initial brand recognition, their role in fostering deeper levels of brand recall and top-of-mind awareness is limited. The study highlights that even though Stray Kids are widely recognized and popular, as evidenced by their 74.6% visibility score, this does not necessarily translate into a stronger brand presence or consumer loyalty for Nacific.

Challenges in Aligning Brand Image with Celebrity Ambassadors

One of the key challenges identified in the study is the alignment between the brand’s image and the characteristics of its ambassadors. While Stray Kids are known for their energetic and unique musical style, which has earned them the title of "Mala Taste Pioneers" or "Maramat Genre" creators, this persona did not perfectly match Nacific’s brand identity, which emphasizes a bright, clean, and natural beauty concept. The study found that while Stray Kids have a high level of attractiveness and a strong following, these attributes alone were insufficient to drive a more profound connection with consumers. Furthermore, the research highlighted that oversaturation of K-Pop idols in brand endorsements has led to diminished effectiveness, as consumers become desensitized to such marketing strategies.

Consumer Trust and the Influence of Beauty Vloggers

Another significant finding from the study was the role of consumer trust in the effectiveness of brand ambassadors. Although Stray Kids scored well in terms of credibility, with a 71.0% score, the research revealed that consumers tend to trust beauty vloggers more than official brand ambassadors for product reviews and recommendations. This preference is particularly strong in the skincare industry, where consumers are highly cautious about the products they use on their skin. The study suggests that while K-Pop idols can attract attention and create initial brand recognition, they may not be the best choice for building long-term consumer trust and loyalty. Consumers are increasingly looking for authentic, unbiased reviews from individuals they perceive as more relatable and credible than high-profile celebrities.

Rethinking the Role of K-Pop Idols in Marketing Strategies

The findings from this study indicate that while K-Pop idols like Stray Kids can play a role in enhancing brand awareness, their effectiveness is not as significant as previously assumed. The limited impact of these celebrities on deeper brand recall and consumer loyalty suggests that brands need to rethink their marketing strategies. To succeed in today’s competitive market, brands must go beyond celebrity endorsements and focus on creating meaningful, authentic connections with their target audience. This might involve leveraging influencers who are seen as more trustworthy and relatable, as well as ensuring that the brand’s image aligns closely with the persona of its ambassadors. Moreover, brands should consider engaging consumers through more interactive and personalized marketing campaigns that foster a stronger sense of loyalty and connection.

The study from Bina Nusantara University offers valuable insights into the limitations of using K-Pop idols as brand ambassadors. While these celebrities can help a brand gain visibility, their impact on long-term brand success is more nuanced and dependent on a variety of factors. Brands looking to expand into new markets should carefully consider these findings and adjust their strategies accordingly to build lasting brand equity and consumer trust.