Solution
- Ran online channels to publicize Samsung Electronics' CSR activity
- Proposed the Samhaengsi campaign in late 2013, an acrostic wordplay condensing "Happy City with Samsung Electronics" into three syllables
- Rolled it out simultaneously across Samsung's regional sites in 2014, conveying CSR activity vividly through four online hubs: Samhaengsi Suwon, Asan, Gwangju, and Gumi
- Ran programs actively drawing local residents into participation, including a contributor pool and a blogger correspondent program
Results
- Versus pre-campaign levels, CSR awareness grew 90%, corporate favorability 50%, and perceived corporate contribution to the region 67%
- Blog visitors up 4.1x year on year
- Served as the hub channel for the sites, carrying PR videos and visit application services
- Awarded Excellence Prize, CSR category, 2015 Korea Communication Awards
- Awarded Excellence Prize, 2017 Korea PR Awards
