IU's Fairytale

[230107] Being No.1 Has a Reason... Distribution Industry, IU's Substantial Effect

According to the advertising industry on the 7th, IU is working as an advertising model for 10 products not only in fashion fields but in various fields such as beauty, food, and finance for Gucci Fashion, Chamisul, Samdasoo, Gnal-N, J.ESTINA, New Balance, Black Yak, CNP, Evezari, Pepsi, etc.

In an online survey of 2,000 people aged 20-59 conducted by the Korea Broadcasting Advertising Corporation (코바코) last month, IU was chosen as the #1 most favored advertising model surpassing Kim Yuna and Yoo Jaesuk. It seems IU has made advertisers that she models for very happy by increasing their sale of products.

Based on the sport brand New Balance’s ad recall rate survey on Instagram users, IU’s ad recall rate last year was 11.65%, which is far exceeding the average of 3.6%. Efficacy of IU’s brand power is substantially seen.

Among the reasons why advertising industry prefer IU is her successful career and a pure image.

IU made her debut when she was 15 years old and until now, she was active in music and acting without much criticism in both, and her constant acts of good deeds has won the favor of all generations. An official from CNP which she models for since 2017 also said, “IU’s ability in music along with her bright and healthy beauty of her image, is why we're continuing our relationship with her.”

When signing a model contract, the long-term (working) relationship is also an example for the industry. IU who was active as the model for Chamisul from 2014 until 2018, then was chosen again in 2020 and extended her contract in 2022, has been active as Chamisul model for a total of 8 years made IU the longest-running model for this beverage brand. An official from Chamisul said, “A model who works with a sincere affection for the brand” and, “a model that her chemistry with the brand is good and have affirmative impact on the brand’s image.”

Although IU’s modeling price has not been revealed, it is known that the modeling fee of a A-Class star like IU is around 1 billion won a year in the industry. It seems the income of just the advertising fields will be at least 10 billion won a year.

An official from the industry stated, “Even though she’s already doing about 10 commercials, the love call of advertising industry for IU continues because she’s one of the few models that has proved star marketing’s effectiveness and can create a synergy with brands.”

Source: https://n.news.naver.com/article/018/0005401865?lfrom=twitter