Hyundai Steel aims for quality consumer communication

Looking to break free from its conventionally rough, unapproachable image, Hyundai Steel is adding a soft touch to the way it fosters communication with consumers, through friendly social media marketing.

The “Green World with Iron” campaign, with a collaborative video featuring the renowned junk art artist Kim Hoo-cheol, aims to inform the public about the cyclical nature and value of iron, and raise social awareness about resource circulation. [HYUNDAI STEEL]

Looking to break free from its conventionally rough, unapproachable image, Hyundai Steel is adding a soft touch to the way it fosters communication with consumers, through friendly social media marketing.

In a first for a steel company, the company has come out with its mobile newsletter “Soeburi Talk” to proactively communicate with consumers.

In addition, the company's Instagram and YouTube feature the Steel Vibe playlist, brand and employees' stories, information on recruitment, and posts on culture and art.

The Steel Vibe playlist has energetic, motivational songs for concentrating on work. They were created by combining upbeat pop songs with a background music that reflects the steel manufacturing process.

The songs in the video, which were directly curated by the employees of Hyundai Steel, received praise for their excellent selection.

In the “Chul(Iron) Mung” video series, the company introduces its steel production process in an approachable manner. In December, the sixth video, with a Christmas theme, was uploaded to introduce the electric furnace steelmaking process.

The plan received positive feedback from subscribers for easily explaining the production process of iron, easily-understood information on which is difficult for find. The videos were praised for their background music and the lively movements of the cute characters.

Hyundai Steel is actively promoting the eco-friendliness of its iron through social media. On Nov. 3, Hyundai Steel took the first step in the “Green World with Iron” campaign, coming out with a collaborative video featuring the renowned junk art artist, Kim Hoo-cheol.

The campaign aims to inform the public about the cyclical nature and value of iron, and raise social awareness about resource circulation. The campaign, symbolized by the dual meanings of “green,” representing the vision of environmentally friendly steel, and “drawing tomorrow,” reflects Hyundai Steel's new initiative.

Hyundai Steel plans to continue engaging the public through social media promotion activities, using innovative plans and diverse programs as content. Their goal is to maintain an approachable presence on social networks, fostering consumer engagement and awareness.

BY KIM SU-HYEON [kim.suhyeon4@joongang.co.kr]