Global Social-First Integrated Campaign
Samyang Foods
Localized Social Content across Eight Global Markets
- Year
- 2022
- Agency
- BorderX
- Role
- Art Director, Creative Team Lead
- Results
- +3.4% Engagement2X Overseas Sales
Overview
Samyang’s Buldak faced growing competition in the K-Food market and needed a social strategy to connect with Millennial and Gen Z audiences in the US. Over time, the project expanded to managing the brand’s accounts in eight countries, each tailored to local audiences.
Contribution
I led a team of a designer, copywriter and motion designer while staying fully hands-on in the design, from the social branding and content guidelines to organic assets across all eight markets. I also planned and art directed lifestyle photo and video shoots for organic social and product launches, and wrote the creative briefs for production partners and clients.
Credits
- BorderXAccount Executive Team
- Erica PellegattaCreative Strategist
- Juhee LeeCopywriter
- Yoolim MoonGraphic Designer
- Flavyen DupontMotion Designer / Art Director
- Charida StudioPhotography