피알원

Solution

- Produced a music video of "Colors of the Wind" from Pocahontas to spread #LiveTogether, the social campaign against racism and discrimination. Animation artist Puuung, a cappella group MayTree, and pansori singer Ko Young-yeol performed together, carrying the message that just as differently shaped puzzle pieces complete a single picture, it is because we differ that we can become one
- Strengthened diplomatic storytelling with MOFA PEOPLE, a behind-the-scenes interview series built around the roles and personalities of diplomats handling major issues such as vaccine diplomacy and anti-racism
- Produced KOREAZ NEWS, short-form content including motion card news conveying accurate information about Korean heritage — hanbok, Joseon movable type, taekwondo — and its excellence

Results

- Drove a sharp rise in total subscribers with LIVE TOGETHER, a Hero asset in the Hero–Hub–Help content framework that generated a major talking point and pulled large numbers of users to the social channels in a short window: approximately 200,000 subscribers secured (on track for a 413% increase against KPI; ongoing)
- Improved average content response rates and achieved high reach by continuously serving hub and help content to subscribers and followers acquired through the hero content
- Substantially improved average ad CTR for public diplomacy news content by region through effective ad operation with targeting and interest settings: 110 ad placements in total, averaging 17.8% CTR, roughly double the previous level