‘Daedamo’, a mecca for hair loss sufferers in Korea, is attracting attention by launching a new TVC campaign produced with generative AI.
This campaign, which has been in progress since the 7th, utilized generative AI in all processes except video production, content planning, digital advertising copy creation, and design, excluding voice actor dubbing for ‘Lion Edition’. The realistic concerns of people with hair loss are solved with empathy and wit, focusing on the characters ‘Morian’ and ‘Karak’, which are 3D images of lions and hair, the symbol of great hair. As a result of Daedamo’s big data analysis, ‘Is it hair loss?’, the most common question asked by members, was placed at the beginning of the video to maximize concentration.
Daedamo character ‘Morian’
This TV campaign can be viewed on various platforms such as TV, YouTube, and Meta. Daedamo members were surprised that the character was created with generative AI, and responded that it expressed the emotions and feelings felt by people with hair loss in a fun way, such as “I want to have thick hair like Morion,” and “I feel sad and pitiful for my hair.” . The effectiveness of the campaign was also shown in various indicators. Compared to the same period last year, daily new members and daily active users (DAU) each increased by 149%. As overall indicators are rapidly increasing, the number of content sharing and communicating concerns and questions about hair loss within the Daedammo community continues to increase.
Daedamo search trend. Source = Naver Data Lab
An official from Daedamo said, “In an era where 10 million people are losing hair, the number of people in their 20s and 30s losing hair is also increasing. If you think you are losing hair, you may experience a lot of anxiety and confusion due to information from unknown sources. “In the early stages of hair loss, it is most important to receive expert advice and counseling about your current symptoms, and the wisdom and know-how of seniors with hair loss in their daily lives is helpful,” he said. It will be of great help. “With that purpose in mind, we planned this campaign.”
Choi Yong-seok, Donga.com reporter duck8@donga.com
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