A strong campaign is not defined by how much content it produces, but by whether people see the brand differently. Here are selected projects I led from message architecture through performance analysis.
Reframed matcha from a specialist drink into a lifestyle choice that expresses personal taste. Two brand films, eight KOL collaborations, and 200 seeding kits helped lead Korea's matcha culture. Winner of a 2025 IBA Gold Stevie.
Repositioned inner beauty from an ingestible product to the first step of a skincare routine. A brand film, six-week ambassador program, and two pop-ups drew 8,000+ offline visitors and led to an Olive Young Pick selection.
Designed the Myeongjaksoo launch in two waves: product debut and the Parents' Day gifting season. Four nano-KOL short-form stories built relevance, while celebrity content with Uhm Jung-hwa and a seasonal purchase angle drove conversion. Search visibility and editorial features expanded awareness of the ginseng berry ingredient.
Translated a functional product relaunch—banaba leaf extract and post-meal blood sugar support—into a relevant consumer story. An online-to-offline sequence across Olive Young moments and mega-KOL content drove search and sales growth. Even after the campaign, average daily sales held at the new level, showing how earned conversation can raise the sales baseline itself.
Shifted the positioning from short-term weight loss to a routine for enjoying food while staying on track. A celebrity series with Kim Dong-hyun and Park Na-rae plus year-end occasion-based short-form content delivered 3.5× higher interaction efficiency than the previous campaign.
Turned the functional benefit of caffeine-free tea into an evening wind-down ritual. A brand film, four-week challenge, and KOL sampling program generated 1,400+ pieces of UGC and was recognized internally as a brand best practice.
The Osulloc Get Your Matcha campaign won Gold for Marketing Campaign of the Year (Beverages) and Silver for Communication or PR Campaign of the Year (Food & Beverage).
From sports marketing and MCN creators to integrated PR, ESG, and IMC leadership—connecting stakeholders from brands to organizations.
One-on-one proposal sessions for agency marketers, plus talks given at schools and organizations.