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We are back again with KaMIST! Every week on Thursday we’re going to give you an insight about marketing.
[Menantea: Content-Born Business]
Menantea is a beverage business created on April 10, 2021, by Jerome Polin Sijabat and his brother. Before Menantea was established, Jerome Polin was already well-known as a YouTuber who was currently pursuing higher education in the Department of Applied Mathematics at Waseda University. Not only vlogs, but the video content also contains education wrapped in the format of games or quizzes. By having 6.72 million subscribers at the moment, it’s obvious that he has a lot of viewers and fans that are potential to be his target market.
Menantea was made by Jerome and Jehian’s content marketing strategy. Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action. In Menantea’s case, they caught the viewer’s attention by creating content about ‘’Experimental Mixed Drinks with the Strangest and Extreme Ingredients!”.
After the video was published, there were many responses from their viewers who wanted Jerome to start their own beverage business to realize the mixed drink experiment. Seeing this enthusiasm, he took advantage of the supportive reactions from his viewers, and immediately created the business personal Instagram account to attract attention. In just 5 days, the account has successfully got two hundred thousand followers.
Menantea sells their products using unique math names such as Matemateaka, Integral, and Mantappu Tea. By using attractive product names, Menantea has succeeded in stealing the attention of consumers under the auspices of Jerome and Jehian by maximazing the combination of viral and content marketing strategy through Jerome Polin’s youtube channel.
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