Samsung Life Insurance announced on the 20th that the number of subscribers to its official YouTube channel has increased more than twofold from the beginning of the year to 261,000.
Starting in the second quarter of this year, Samsung Life Insurance has been promoting the message "insurance that supports individual challenges and growth in an era of extended youth and possibilities," thereby concretizing the brand philosophy encapsulated in its slogan. The company is embedding the redefined role and meaning of insurance in its content, going beyond simple product and coverage guidance.
The results are also remarkable. The number of subscribers to Samsung Life Insurance's official YouTube channel, which stayed at 120,000 at the beginning of the year, surpassed 260,000 in just over seven months. Engagement with YouTube content (likes, comments, shares, etc.) increased approximately 11 times from over 700 to more than 8,000.
During the same period, the number of followers on Samsung Life Insurance's official Instagram channel more than doubled from the beginning of the year, surpassing 90,000, and reactions to its content (likes, comments, saves, etc.) have also seen a growth of about 30%.
At the center of this success is Samsung Life Insurance's YouTube web entertainment program "Mangjungwangjeon." "Mangjungwangjeon" is a content based on the unconventional concept of "an audition where you must fail to win." It features stories of participants who have experienced various failures, and the final winner receives a 'rehabilitation support fund' of 1 million won. The program cleverly reflects the contemporary sentiment of "it's okay to fail" and has garnered a strong response from young subscribers.
In addition, the company is enhancing brand communication by introducing diverse content formats, such as the street interview series "What Did You Do Today in the Past?," "Tomorrow is FC," which captures a day in the life of a mother who is an insurance planner through the eyes of her 2030 daughter, the guerrilla quiz show "Insurance Challenge," which explores financial knowledge, and "Gunggeumhaeri Let Me Know," which uses AI characters to convey insurance information related to daily life in an easily understandable way.
Content on Instagram utilizing Samsung Life Insurance's character "Byeollri" has been evaluated as making the brand's identity more relatable and familiar to the 2030 generation. Content that lightheartedly depicts the daily life and feelings of office workers, such as "Random Drink Drawing" and "Office Worker Quote Series," has been shared multiple times, gaining high popularity.
A representative of Samsung Life Insurance noted, "We are striving to present the challenging topic of insurance in a content language that resonates with young generations," adding, "We will continue to expand Samsung Life Insurance's image as a 'life partner' through media content that conveys support and inspiration in our customers' daily lives."