The Furniture and Interior Industry is Currently Experiencing a Unique 'Viral Video' Marketing Craze

Healing Videos Comforting 'Corona Blue' to B-Class Humor and Wordplay Gain Popularity

Still cut from Sealy Bed viral video 'Sincerely, Sealy'.
[Photo by Sealy Bed]

[Asia Economy Reporter Kim Jong-hwa] As people continue to stay home for extended periods and the spring moving season overlaps, competition among furniture and interior companies in marketing is intensifying. Some are expanding opportunities to experience products by opening offline showrooms, while others are increasingly using creative 'viral videos' as a non-face-to-face marketing tool.

'Viral videos' are content optimized for the latest media consumption trends, where video viewing on mobile devices is increasing. They attract a new customer base proficient in mobile video platforms and can raise brand awareness through word of mouth, leading to fierce creative competition among companies.

From healing videos that warm viewers' hearts to witty B-grade humor videos and pun videos that arouse curiosity and lead viewers to find answers, various creative videos are capturing the hearts of MZ generation consumers with home interior needs.

Emotional Messages Supporting Everyday Life, Sealy Bed's 'Sincerely, Sealy', "Overcoming 'Corona Blue' with Healing Videos"

The global premium mattress brand Sealy Korea is gaining attention with healing advertisements that soothe the depression of those going through difficult times due to COVID-19 and other challenges.

The video is in the form of a video letter sent by Sealy, starting from the fact that the English word 'Sincerely,' often used as a closing greeting in letters meaning 'genuine,' sounds similar to the brand name 'Sealy.' Sealy looks warmly at daily life that happens in contact with the bed, such as rest and work, and delivers appropriate messages of encouragement.

Sealy's comforting message, which seems to support small daily lives during difficult times, helps those experiencing 'Corona Blue' overcome their depression. The soft and calm background music creates an even warmer atmosphere, providing a pleasant healing experience. In fact, some netizens voluntarily left comments asking for the title of the music used in the video.

The story composition targeting a broad customer base from the MZ generation to families is also notable. It reflects various lifestyles, including single-person households living with pets, newlyweds, and families raising children, making it relatable to everyone. By incorporating stories that men and women of all ages can enjoy without burden, the industry says Sealy Bed has succeeded in informing more consumers about its premium value.

A Sealy Bed official said, "Through this viral video, we were able to make Sealy Bed's 140-year brand heritage and premium technology more familiar to customers," adding, "Without complicated explanations about the product, we appropriately incorporated Sealy Bed's strength in support, making it an opportunity to widely promote the Sealy Bed brand to customers of all generations."

The viral video uploaded on Sealy Bed's official YouTube channel on January 22 has steadily gained popularity, approaching 3 million cumulative views as of March 9.

"What kind of ad is this?" KCC Window's 'Seong Dong-il Trapped in the Infinite Advertising Universe' Provokes Laughter with B-grade Humor

There is also a brand that attracted attention with videos enhanced by fun elements. In December last year, KCC Window released the video 'Seong Dong-il Trapped in the Infinite Advertising Universe,' featuring the 'B-grade sensibility' favored by the MZ generation.

In one video, actor Seong Dong-il appears continuously in more than ten different concepts. Using the keyword 'windows that connect the world,' it openly parodies famous advertisements and sometimes utters slang, creating a cheerful but not unpleasant B-grade humor concept, achieving the highest number of views since the launch of KCC's YouTube channel.

As the video gained hot popularity online, an additional video titled 'Seong Dong-il Trapped in the Infinite Interview' was released in February. The second viral video also features humorous content starring actor Seong Dong-il, such as the unrelated 'baseless interview' to window products.

KCC Window's viral videos are a plan that maximizes the strengths of digital channels capable of young and fresh creativity. It received a good response mainly from the MZ generation and is cited as a case that expanded further viral reach through word of mouth.

"J.K.M? I Keep Watching It" Jakomo's 'Jokuman' Series Repeats Wordplay to Imprint the Brand

There are also videos that increase brand awareness by repeatedly using curiosity-provoking wordplay. The sofa specialist brand Jakomo released several viral videos continuously using the consonants of its brand name 'ㅈㅋㅁ' as 'Jokuman.'

In scenes where actor Lee Seo-jin sits comfortably, copies such as "Even if the seat next to you feels empty, it's comfortable," and "Jokuman, Jakomo" were added. Additionally, in videos emphasizing comfort and design with copies like "Fell asleep for real during filming" and "Really cool sofa," the phrase "Jokuman, Jakomo" was continuously used.

The consonants 'ㅈㅋㅁ' repeatedly seen throughout the viral videos arouse curiosity in viewers. Jakomo cleverly interprets this as the humorous phrase 'Jokuman,' making it easy to remember the brand name.

This content was produced with the assistance of AI translation services.