Consulate General of Republic of Korea

Targeted Internet marketing makes an impact in international naming dispute 

In January 2012, the Korean Consulate General undertook an online media campaign, coordinated with a mainstream public relations effort, to raise awareness among U.S. audiences of the East Sea naming dispute. The international name for the body of water that is bordered by Japan and South Korea has been disputed since the 17th century. The Japanese government supports using the name “Sea of Japan,” while the South Korean government prefers the name “East Sea.” The naming disagreement is a contentious issue that has historically had an impact on international relations between the Republic of Korea and Japan.

“Tuvel Communications added to our project team its extensive knowledge and expertise in online communications and demonstrated how powerful social media can be in reaching niche segments more efficiently, building long term relationships and driving program metrics.”

— Alan Parter: President, Parter International, Inc.

Goals

Tuvel Communications, along with our partner, Parter International, was tasked with developing and executing an online media campaign, coordinated with a mainstream effort, to reach U.S. media and Internet influencers and make a measurable impact on the East Sea naming issue.

Strategy

Tuvel and Parter worked together to develop a strategy based on the story’s appeal to a U.S. audience—“What’s in a Name” or how naming makes a difference.

To build relationships and identify relevant influencers in New York and surrounding online communities, we created a tailored database to use in communicating with targeted audience segments. The database consisted of contacts that manage digital marketing channels, such as blogs, web forums, email lists, newsletters and social networks. We identified contacts in focus areas such as history, politics and cartography.

Tuvel research uncovered hard-to-reach stakeholders who were passionate about supporting Korea’s position in the naming matter. We developed communications that used a soft-sell approach to both educate contacts and promote the campaign. Customized messaging offered distinct value to recipients. Integrating online and mainstream media efforts ensured that the campaign presented a single, unified, consistent voice.

Baseline reporting at the outset of the campaign was effective in setting program benchmarks.

Tactics

Tuvel Communications used “sticky” content—information that was easily searchable and highly memorable—to spread the word. Content included YouTube videos and downloadable maps. We created customized URL shorteners to use for tracking purposes. Tuvel asked for referrals into additional marketing channels as relationships evolved and people responded. Best practices included transparency from all vendors involved in the campaign. Tuvel adjusted the outreach campaign as the campaign progressed, focusing on those segments that responded.

The campaign generated passionate responses to outreach efforts from all sides of the debate. Tuvel and the Parter team responded to all feedback—both positive and negative—by gathering appropriate information from the Korean Consulate General. The team was able to offer value by focusing on why a name makes a difference. We received high marks from the client for informing the various audiences without further inflaming the issue. Prompt, objective responses in a steady voice carried the day!

Results

Metrics tracked for the campaign include:

  • 18% response rate, compared to an average of 7.5% for similar advocacy campaigns.
  • Relationships built with 56 key influencers—both a success for this campaign and a basis for further community-building around this and other issues.
  • Increase in awareness and support, through 34 mentions reaching more than 675,000 potential new advocates.
  • More than 950 clicks to East Sea-related resources from outreach campaign and online media mentions, equating to 3 clicks per communication—well above industry averages. 

Achieving Similar Success

For information on how you can put a Tuvel Communications program to work for your company, organization, product, service or event, just contact us.