Solution
- Developed "Womination" (Women + Donation), a social contribution concept focused on marginalized women that reflected the company's character and image
- Designed a CSV (Creating Shared Value) program delivering tangible benefits to single mothers, the program's beneficiaries
- Grew public interest and participation by running a consistent, year-round program under one concept
- Contributed to greater exposure and public empathy with a strategy that ran media placement across broadcast, dailies, and monthlies alongside content production and promotions
Results
- Secured extensive broadcast exposure including terrestrial networks and global outlets
- Drove a sharp increase in feature and photo coverage in influential outlets
- Achieved 150 articles a year on the CSR campaign
- Spread positive perception of Fissler Korea as a foreign company fulfilling its social responsibility in Korea, positioning the brand as a leading creator of CSV (Creating Shared Value)
