Marketing Strategy Projects in Saint Charles

Marketing Strategy Projects in Saint CharlesMarketing Strategy Projects in Saint Charles

Cover image for [adidas: Instagram + Activations] adidas Korea: Turning Offl...

[adidas: Instagram + Activations] adidas Korea: Turning Offline Energy into Social Stories For the past few seasons, I’ve been leading social for two adidas Korea Instagram channels — one for performance, one for Originals. My sweet spot is where brand, content, and operations meet: translating global assets and live events into local stories that actually resonate with people in Korea. From marathons and product launches to private community events, I plan how each moment will live online before it happens offline. That means one-take interviews, story formats that fans love to tap through, and wrap-up content that keeps the buzz going long after the event is over. This work has been about more than just posting: it’s about building a system that keeps a global brand human, local, and consistent over time.

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[Christmas House: Character Brand Seasonal Pop-up] Christmas House: From First Product Line to Full Seasonal Experience “Christmas House” was a seasonal pop-up built to launch a production company’s first-ever global character product line. Instead of just placing products on shelves, we turned the space into a cozy, story-driven house that made people want to linger, browse, and collect. I led the campaign end-to-end as PM — from concept and customer flow to merchandising and staffing. The activation not only achieved strong daily sales and steady visitor numbers, but also generated enough buzz to secure a sequel proposal for “Christmas House 2.”

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Cover image for [Dream Theater: Insurance Gen Z Pop-up] Making Insurance Fee...

[Dream Theater: Insurance Gen Z Pop-up] Making Insurance Feel Like a Dream (Literally) Insurance isn’t the easiest category to make lovable — especially for Gen Z. With “Dream Theater,” I joined an insurance brand’s journey to rethink how they show up to younger audiences through an experiential pop-up. Instead of pushing products, we built an immersive space around dreams, goals, and “future me” moments. My role focused on the strategy and storytelling side: understanding Gen Z behavior, mapping the customer journey in the space, and making sure every touchpoint — from leaflets to digital signage — felt cohesive and emotionally grounded. The result? A pop-up that drew consistent foot traffic, triggered social conversations, and was later featured as a standout case of Gen Z-focused brand activation.

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Cover image for Dating anti-app branding, content strategy, and copywriting

Dating anti-app branding, content strategy, and copywriting

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Cover image for [Gen Z Game Pop-up: Lucky Mercenary] A Game-Inspired Pop-up ...

[Gen Z Game Pop-up: Lucky Mercenary] A Game-Inspired Pop-up Where Almost Everything Sold Out For a Gen Z-focused game IP, we set out to answer a simple question: “What if the world inside the game could be experienced as a real shop?” I led the campaign planning and PM work for the “Lucky Mercenary” pop-up, where in-game characters and items were translated into limited-edition merchandise. We designed the spatial flow like a real-life quest — from entrance, to display, to checkout — and fans responded immediately: pre-order slots sold out within minutes and daily visitors turned into daily buyers.

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Cover image for [Disney+ Uncle Sam-sik Pop-up] From Screen to Street: Bringi...

[Disney+ Uncle Sam-sik Pop-up] From Screen to Street: Bringing a Hit K-Drama into the Real World When Uncle Sam-sik, a Disney+ original series, started gaining serious buzz, the question became: how do we keep that momentum going beyond the screen? I worked as PM on an experiential pop-up that extended the drama’s world into a physical space. We designed a store that felt like stepping into the story, and paired it with a highly shareable hashtag event. The result: tens of thousands of visitors, a strong participation rate in the SNS event, and coverage in lifestyle and branding media. I love projects like this because they sit at the intersection of content, space, and community — all things I care deeply about.

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