Golden Blue said on the 15th that it held a completion ceremony for the second class of "The Blue Ones," a brand communication project based on digital content.
According to Golden Blue that day, The Blue Ones is a short-form creator training program designed to strengthen communication with younger generations and deliver drinking culture in a more creative way. This year, one class was operated in the first half and one in the second half, with a total of 60 creators participating.
Participants built experience by expressing brand messages from their own perspective as they directly carried out the entire process from planning to filming, editing, and uploading, based on practical training such as short-form content trends and planning methods, storytelling techniques, and branded content production.
The second class that completed the program this time produced a total of 156 pieces of content. Through various platforms such as Instagram, YouTube, and TikTok, it recorded 442 instances of virality and achieved more than 8.3 million consumer engagements. In particular, they drew significant consumer interest by presenting diverse content that reflected each person's individuality, such as introductions to drinking culture and creative videos using products.
The Blue Ones project was carried out in collaboration with Wonderlabs, a specialist developer of customized AI agents for corporations. Combining the first and second classes, they produced a total of 367 pieces of content and achieved more than 20.97 million consumer engagements across all platforms.
Golden Blue plans to continue engaging with participants even after the project ends, providing ongoing education to strengthen content production capabilities and offering brand collaboration opportunities.
Park So-young, CEO of Golden Blue, said, "The 'The Blue Ones' project is a meaningful challenge in which the brand and consumers create new culture together," adding, "As we were able to broaden the scope of brand experience through the creativity of young creators, we will continue to enhance Golden Blue's brand value with various activities suited to the digital age."