Dong-A Pharmaceutical & Woman Sense Marketing Collaboration Project
• Dong-A Pharmaceutical aimed to rejuvenate its classic 'Bacchus' brand to better resonate with the MZ generation. As members of the target demographic ourselves, our team was entrusted with leading the marketing initiative to facilitate this generational shift.
• In-depth 3C Analysis & Branding Insights
I conducted a comprehensive 3C analysis (Customer, Competitor, Company) to identify the brand's 'Pain Points.' By analyzing search trends and competitive landscapes, we gathered critical insights to redefine 'Eolbak's market position.
• Persona Setting & Lifestyle Targeting
Based on our research, I established detailed user personas and narrowed down our target audience. Through continuous team collaboration, I developed a strategy to integrate 'Eolbak' into the active daily lifestyles of our customers.
• Eolbak Challenge & Digital Engagement
My team executed a 'Campus Challenge' targeting universities, where Gen Z presence is highest. By leveraging Instagram, the primary communication channel for our audience, we drove authentic engagement and organic brand exposure.
Spearheaded a viral 'Eol-bak Challenge' campaign in collaboration with 8 university clubs, achieving over 100,000 views within just 7 days and securing top-tier placement on Instagram discovery feeds.
