The Queen of Tears Effect and Its Impact on Advertisers

The success of “Queen of Tears” has proven tvN’s channel competitiveness and maximized the performance of sponsored advertisements. Brands that have selected actors Kim Soo-hyun and Kim Ji-won as their models are experiencing the benefits of the “Queen of Tears” effect.

Homeplus successfully launched the “Foundation Exclusive Super Sale Home Plan”campaign with the endorsement of Kim Soo-hyun. The brand strategically executed both traditional and virtual advertisements, focusing on the popular drama “Queen of Tears”, which led to a significant improvement in brand perception and likability. Similarly, Eider, an outdoor brand, also capitalized on Kim Soo-hyun’s endorsement by promoting their products through advertising spots right after the airing of “Queen of Tears”. This resulted in a significant increase in consumer awareness for the spring-summer season.

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After naming Kim Ji-won as their brand ambassador, Hanwha General Insurance launched an advertising campaign featuring the concept of “Queen of Tears”. A representative from the company stated that the success of this campaign has led to a rise in searches for Hanwha General Insurance, garnering positive feedback from both within and outside the company. This has greatly enhanced the impact of their brand advertising during the busy spring insurance season.

During the spring season, Kyung Dong Navien successfully executed advertisements for their Navien air purifier, resulting in the product achieving the “highest monthly search volume” on April 21st. Building on this success, Kyung Dong Navien also utilized virtual advertisements after the drama ended. Similarly, the mid-program advertising for “Queen of Tears” led to a significant increase in searches for the “6-week ampoule serum” from the German anti-aging brand Eucerin, ultimately resulting in maximized sales.

Despite concerns about the economic downturn affecting TV advertising execution, CJ ENM emphasized that the success of ‘Queen of Tears’ demonstrates the impact of presenting ‘good IP’ on ‘influential channels’, extending beyond branding to positively influence sales.