Solution
- Planned and distributed a wide range of proactive story angles attuned to trends and seasons
- Positioned a firm brand image in both domestic and overseas markets through the catchphrase "Korea's No.1 Dessert Cafe"
- Built the image of an ethical company committed to shared growth and social contribution through active publicity for its CSR initiatives
- Strengthened close media relationships and prepared for potential crisis issues in advance
Results
- Increased the volume of Sulbing coverage, with the brand frequently featured as a leading industry case rather than a passing mention
- Drove both qualitative and quantitative gains in media coverage through earned, non-paid pitching across TV broadcasts and print
- Heightened media interest through product developer interviews and active brand storytelling
