Solution
- Continuously identifying target-aligned media, angles, and keywords that reinforce brand identity
- Expanding collaborations with major domestic monthly publications through sampling and reader supplement features
- Developing diverse publicity formats beyond press coverage—including interviews and on-site reports—with active pitching and sponsorship activities
- Operating a systematic media management program through regular journalist meetings
Results
- Recorded double-digit growth in press exposure volume and PR value year-on-year, while diversifying brand issue exposure channels
- Reinforced the image of a derma brand with proven expertise through in-depth content communicating the brand’s core assets
: Series-based planned materials highlighting the brand’s five core technologies
: Interviews and columns with key stakeholders including the R&I Center Director, Advisory Committee members, and Brand Managers
: On-site reports from domestic production and research facilities
- Expanded brand awareness and touchpoints among key target audiences through monthly publication collaborations
- Elevated brand awareness among media contacts and built positive relationships
