피알원

Solution

- Developed concepts and PR messages reflecting the distinct character of each World Friends Korea and KOICA overseas volunteer program
- Established mid- to long-term strategy and delivered PR consulting to identify prospective applicants, young people foremost among them
- Built target empathy for the programs with tailored content, including interactive pieces on the volunteer experience and partner country cultures
- Spread KOICA public diplomacy information using content from WFK-Creator, the World Friends Korea supporters program
- Published content regularly across Facebook, the brand blog, Instagram, YouTube, and KakaoTalk Channel

Results

- Grew volunteer program applications by producing and distributing advertising and PR content infused with the character of the integrated World Friends Korea brand
- Introduced the organization's core values and energized communication with prospective applicants by featuring returned volunteers and development cooperation practitioners
- Accelerated social channel growth through COVID-19 response and performance-focused operation, including a 1,981% rise in YouTube subscribers against pre-engagement levels