Solution
- Major keywords that can clearly show the value of the KOICA-run volunteer program was found and a marketing message was developed
- Mid-to-long term strategies for attracting target groups including the youth were devised and PR consulting was carried out
- Field information was shared through creators and actual examples of volunteer groups
- Through the media mix considering target groups and their daily patterns, online and outdoor ads were performed
- Series content was published through the operation of various channels including Facebook, blog, Instagram, and KaKao channel
Results
- The brand’s ads and marketing content that show the characteristics of WFK were produced and spread, increasing applicants of the program
- Various ways to communicate with potential targets were utilized and the brand’s message was spread by providing online-streaming videos and creating branded content with famous YouTube creators
- In this covid-19 pandemic, content for foreign affairs was created and WFK’s supporting activities for the underprivileged in and outside the country were continued
