Solution
- Raised the brand image by continuously developing article angles and distributing feature stories that lifted media interest
- Ran systematic media management including regular journalist meetings
- Managed issues through online community monitoring
- Drove traffic to sales pages and supported revenue by expanding viral content carrying brand news and sales information
- Planned and ran the Cetaphil Children's Art Competition with ChildFund Korea and JoongAng Ilbo as part of its ESG campaign
Results
- Built positive media relationships and secured steady coverage
- Raised share of voice by growing Cetaphil-related content online, reaching 125% of the overall viral campaign KPI
- Drew around 780 entries to the art competition, a high participation rate, and delivered the event successfully
