https://jiminminapark.com Jimin A. Tue, 18 Oct 2022 13:51:36 +0000 https://jiminminapark.com en https://jiminminapark.com/Home-1 Wed, 12 Oct 2022 23:39:24 +0000 Jimin A. https://jiminminapark.com/Home-1 https://jiminminapark.com/About-Mina Mon, 08 Apr 2019 04:58:01 +0000 Jimin A. https://jiminminapark.com/About-Mina Jimin Mina Park&nbsp;<img width="1728" height="2304" width_o="1728" height_o="2304" data-src="https://freight.cargo.site/t/original/i/a487b1966d7b1b5c34c360fedfe7da975fcdbd74e274099f1d306fad8ea44cf6/me.png" data-mid="155763455" border="0" data-scale="65" src="https://freight.cargo.site/w/1000/i/a487b1966d7b1b5c34c360fedfe7da975fcdbd74e274099f1d306fad8ea44cf6/me.png" /> What I believe in.&nbsp; I believe in marketing because it is storytelling. I appreciate the enchanting beauty of creatives coming together to make one voice, I respect its power in persuading people through bold messages. Not only do I believe, but know, that creative stories inspire and shape the culture that we reside in. As a marketer, I feel the duty to create a resonant and authentic brand message. Through both data and creativity, I hope to tell stories that contribute to making a difference for a better cause, for a better world. Education Northwestern University M.S. in Integrated Marketing Communications,&nbsp; Data Analytics and Brand Management Track (STEM) Yonsei University&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;B.S. in Culture and Design&nbsp; Management Experience Marketing Strategist (SeniorMarketing Manager)&nbsp; CVS Health (Aenta Analytics and Behavior Change)&nbsp; Graduate Marketing Strategy Consultant WALGREENS Global Senior Strategist | Strategist INNOCEAN WORLDWIDE Marketing Strategy Associate | Content Creator&nbsp;CONDE NAST KOREA Founder and Creative Director I’MIN FASHION FILM CHANNEL Fellowship PROJECT MANAGEMENT INSTITUE OF WASHINGTON D.C. https://jiminminapark.com/aer-mask-1 Wed, 12 Oct 2022 22:02:43 +0000 Jimin A. https://jiminminapark.com/aer-mask-1 aer Mask Branding Campaign What is an authentic brand message for a brand that flourished thanks to COVID? 10–06–2020Client: aer / Mask Brand Project:Branding + Product Campaign Project Scope: $5M Background&nbsp; AER is a mask brand of a filter company called ‘CNTUS Sungjin’. With the company’s exceptional technology, AER has launched in 2019 in response to severe air pollution in Korea. Task&nbsp; The unexpected crisis of COVID19, of course, caused explosive demands of masks and grew AER as one of the most iconic brands in 2020. However, the goal of the AER campaign was not focused on delivering their success nor leadership in the market. Clients wanted to share their sincerity and authenticity towards their hopes to end this crisis. Insight&nbsp; They explicitly commented that the campaign should not look as if they are enjoying the situation to use it as a business tool. The main copy of the campaign shows the intention: "We make good masks to welcome the world without masks." <img width="3763" height="5644" width_o="3763" height_o="5644" data-src="https://freight.cargo.site/t/original/i/7d67daf76191016b5dccc053a131a92b48e23f3fe02bda7add61d85d959ad9e6/YS_1492_f-1.jpg" data-mid="155653172" border="0" src="https://freight.cargo.site/w/1000/i/7d67daf76191016b5dccc053a131a92b48e23f3fe02bda7add61d85d959ad9e6/YS_1492_f-1.jpg" /> https://jiminminapark.com/JAJU Thu, 13 Oct 2022 00:42:10 +0000 Jimin A. https://jiminminapark.com/JAJU Shinsegae Int’l JAJU Rebranding Campaign Why do Korean women bring small mirrors everywhere they go?&nbsp; 09–04-2020 RESULT Outperformed OKRs by 30%, and led the post-campaign total sales increase by 300 percent Background&nbsp; JAJU is a lifestyle brand of Shinsegae International, one of the top fashion companies in Korea. Though their high-quality products and reasonable pricing, they attracted many young Korean consumers since 2014. Task However, there was an unceasing critic that the brand is very similar to a Japanese lifestyle brand, MUJI. &nbsp;JAJU, with its strong Japanese-like image, had to step outside of their comfort zone and make a change. Insight / Action As the lead project manager, I partnered with the Big Data Analysis team to deliver an authentic brand message targeting Korean millennial women. The campaign introduced the new definition of 'health' to Korean Millenial women, who are known to have a high level of stress in order to stay 'healthy.'&nbsp; The strict standards to 'what is beautiful and healthy' made women so ashamed of themselves and was constantly lowering the confidence. To change such perceptions, we embraced and depicted diverse kinds of health. By constantly shouting "Mansae!" - a cheering word in Korean - women were encouraging both themselves and the others, ultimately making 'health' as one's own uniqueness. <img width="1466" height="2728" width_o="1466" height_o="2728" data-src="https://freight.cargo.site/t/original/i/3974c9c334c2ec7b31bc124b5a8068475001d26b96d201e25741f7c26069d441/.jpg" data-mid="155659727" border="0" data-scale="64" src="https://freight.cargo.site/w/1000/i/3974c9c334c2ec7b31bc124b5a8068475001d26b96d201e25741f7c26069d441/.jpg" />English Copy Square: 3000days / Menstruation Life / I want to / get along with her&nbsp; Main Copy: For you who wants to take care of your monthly health, from new JAJU https://jiminminapark.com/iPhone-XS-1 Thu, 13 Oct 2022 19:22:27 +0000 Jimin A. https://jiminminapark.com/iPhone-XS-1 Apple &amp; SK. Telecom iPhone XS Localization&nbsp; “One of the most sucessful Apple HQ meetings in 2018” 10–30-2018 RESULT Won agency pitch worth $1 million Production $7 million Media Background Apple and SK telecom were two of the most important and valuable clients for Innocean Worldwide. I was assigned as a lead account manager to deliver the agency pitch in 2018 at Apple’s HQ. Task The goal of the campaign was to successfully advertise both the new iPhone and SKT's services to domestic targets in Korea, especially younger audiences.&nbsp; Insight/Action The main creative of the campaign was the iconic Apple ringtone and the dance. By connecting the unique essence of the iPhone and the free spirit of dancing, the campaign projected a young, energetic, and fun image of SK Telecom to young targets. This campaign achieved domestic success for SK Telecom - successfully adding new younger customers to their service. Also, a comment from Apple, "one of the best-localized commercials of the year. " Apple and SK telecom were two of the most important and valuable clients for Innocean Worldwide. I was assigned as a lead account manager to deliver the agency pitch in 2018 at Apple’s HQ. &nbsp; <img width="960" height="540" width_o="960" height_o="540" data-src="https://freight.cargo.site/t/original/i/72fe64e8c8d2fc59f19d41c6d1c33c2ed5490bd24e963bcc6aff95141652e725/New-iPhone_-Cre-part_-Eng.jpg" data-mid="155754588" border="0" src="https://freight.cargo.site/w/960/i/72fe64e8c8d2fc59f19d41c6d1c33c2ed5490bd24e963bcc6aff95141652e725/New-iPhone_-Cre-part_-Eng.jpg" /> <img width="1936" height="1068" width_o="1936" height_o="1068" data-src="https://freight.cargo.site/t/original/i/f43c9e277008d65c31e4ecaa22eb9149e79af376538a778530a603eafab1f6a3/-2020-11-02--10.40.31.png" data-mid="155754589" border="0" data-scale="82" src="https://freight.cargo.site/w/1000/i/f43c9e277008d65c31e4ecaa22eb9149e79af376538a778530a603eafab1f6a3/-2020-11-02--10.40.31.png" />main. teaser. - Apple Meeting - <img width="2888" height="2888" width_o="2888" height_o="2888" data-src="https://freight.cargo.site/t/original/i/077ac980fe90a8a1a49fd673fd4d65f25718fe12e8af39d8e1f9ec84dc13726d/KakaoTalk_20190729_140302700.jpg" data-mid="155754587" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/077ac980fe90a8a1a49fd673fd4d65f25718fe12e8af39d8e1f9ec84dc13726d/KakaoTalk_20190729_140302700.jpg" /> https://jiminminapark.com/ADA Thu, 13 Oct 2022 03:02:18 +0000 Jimin A. https://jiminminapark.com/ADA Unmetreality ADA Brad Consulting Leading the future of fashion&nbsp; 08–2020 RESULT Global brand recognition via global publishers (Vogue, Forbes)<img width="1434" height="1098" width_o="1434" height_o="1098" data-src="https://freight.cargo.site/t/original/i/d6cbc4b8e2cb97ce5dcd374dfacb686aa29137399e3d0a59a239b1a6de1c8b05/-2020-10-21--9.18.49.png" data-mid="155670033" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/d6cbc4b8e2cb97ce5dcd374dfacb686aa29137399e3d0a59a239b1a6de1c8b05/-2020-10-21--9.18.49.png" /> <img width="918" height="1062" width_o="918" height_o="1062" data-src="https://freight.cargo.site/t/original/i/27bf1733db6bd25b40012ebf3c4d95c4612a096a9198b5a2c51ad631a6b665dd/-2020-10-21--9.21.13.png" data-mid="155670037" border="0" data-scale="100" src="https://freight.cargo.site/w/918/i/27bf1733db6bd25b40012ebf3c4d95c4612a096a9198b5a2c51ad631a6b665dd/-2020-10-21--9.21.13.png" /> &nbsp; Background&nbsp; Unmetreality, a virtual luxury fashion game, had planned to global launch its product in 2020. As the main PM, I led the brand consulting partnered with Media, Creative, Legal, Tech, Data, and other internal and external partners.Insights&nbsp;Through 6-months of in-depth market research, my team and I have consulted the brand’s direction in leading the ambiguous but blue ocean, the virtual gaming industry. My team and I found ADA special in that it was a virtual game specifically designed for luxury fashion brands and products. Anyone in the game could wear, try, and experience the highest premium products and even services through the virtual game environment. Not only ADA successfully delivered benefits to luxury brands by estimating the demand for pre-seasonal products to brands, but it also provided opportunities for all consumers despite their financial status. Anyone interested in fashion could be part of this world, a world that was only limited to the 'upper class' in the real world. Our team defined ADA as a democratized luxe, a Next Fashion OS that everybody will update to. <img width="960" height="759" width_o="960" height_o="759" data-src="https://freight.cargo.site/t/original/i/c712e04a88adcb077b4f212e52826bc9216db7071fc1a15d396b949061792efb/960x0.png" data-mid="155670020" border="0" data-scale="72" src="https://freight.cargo.site/w/960/i/c712e04a88adcb077b4f212e52826bc9216db7071fc1a15d396b949061792efb/960x0.png" />- Overall Brand Consulting - <img width="2122" height="1178" width_o="2122" height_o="1178" data-src="https://freight.cargo.site/t/original/i/46626d4334056481b58667669b0de5a66d1973abe00607c566c9e7fc85df7adb/-2020-11-02--10.47.11.png" data-mid="155670023" border="0" src="https://freight.cargo.site/w/1000/i/46626d4334056481b58667669b0de5a66d1973abe00607c566c9e7fc85df7adb/-2020-11-02--10.47.11.png" /> <img width="2152" height="1178" width_o="2152" height_o="1178" data-src="https://freight.cargo.site/t/original/i/a6405e7c59964238bcfb1c1f9519ce1cc166c4fadbd491329c0f65593b784561/-2020-11-02--10.48.11.png" data-mid="155670022" border="0" src="https://freight.cargo.site/w/1000/i/a6405e7c59964238bcfb1c1f9519ce1cc166c4fadbd491329c0f65593b784561/-2020-11-02--10.48.11.png" /> <img width="2042" height="1158" width_o="2042" height_o="1158" data-src="https://freight.cargo.site/t/original/i/008b5ee67bffe7be83a7d588e06ff557d123c7b27df96765f14c2da9b5cfa11a/-2020-11-02--10.47.31.png" data-mid="155670021" border="0" src="https://freight.cargo.site/w/1000/i/008b5ee67bffe7be83a7d588e06ff557d123c7b27df96765f14c2da9b5cfa11a/-2020-11-02--10.47.31.png" /> https://jiminminapark.com/Northwestern-M-S-IMC-STEM-1 Fri, 14 Oct 2022 01:07:54 +0000 Jimin A. https://jiminminapark.com/Northwestern-M-S-IMC-STEM-1 Northwestern M.S. IMC (STEM)&nbsp; Specialization in Consumer Insights and Analytics and Brand StrategyCourses that best represent my expertise include Marketing Models, Data Storytelling, Social Commerce Strategy, Brand Management, and more. Presenting to C-suite executives like Burger King's CMO, I gained hands-on experience with global brands, as well as built competency with data analytics skills using programs and c-language such as Tableau, R, and SQL. Brand Management Burger King Project&nbsp; <img width="1418" height="1342" width_o="1418" height_o="1342" data-src="https://freight.cargo.site/t/original/i/45ec972d68c7159aa6e4fa6c08a8ececa801c9ec9527a71fbdce05299d7e7bef/Screen-Shot-2022-03-10-at-10.47.36-AM.png" data-mid="155783997" border="0" data-scale="51" src="https://freight.cargo.site/w/1000/i/45ec972d68c7159aa6e4fa6c08a8ececa801c9ec9527a71fbdce05299d7e7bef/Screen-Shot-2022-03-10-at-10.47.36-AM.png" />&nbsp; <img width="1734" height="980" width_o="1734" height_o="980" data-src="https://freight.cargo.site/t/original/i/8cf7fca28fbc0c78755c8f0e60dbc033694c1c56059d2cf5aa0f0463a0ce07cd/Screen-Shot-2022-03-10-at-10.49.51-AM.png" data-mid="155783999" border="0" src="https://freight.cargo.site/w/1000/i/8cf7fca28fbc0c78755c8f0e60dbc033694c1c56059d2cf5aa0f0463a0ce07cd/Screen-Shot-2022-03-10-at-10.49.51-AM.png" /> <img width="1728" height="972" width_o="1728" height_o="972" data-src="https://freight.cargo.site/t/original/i/87f429b605555ee9c41ecd87129d9dfd272d69c1a173cb3fd452ef3057572b25/Screen-Shot-2022-03-10-at-10.51.36-AM.png" data-mid="155784002" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/87f429b605555ee9c41ecd87129d9dfd272d69c1a173cb3fd452ef3057572b25/Screen-Shot-2022-03-10-at-10.51.36-AM.png" /> - A project for a Burger King client, the class presented directly to the CMO, Yosef Hojchman. - Led a team of 5 with the goal to enhance Burger King's cultural capital - which is especially crucial to fast food brands as their large consumer market relies on diverse colored ethnicities. - Delivered a 16-months marketing campaign roadmap with a creative strategy, KPI, and media planning - Conducted business analysis of the current BK's brand image with both primary research (surveys) and secondary market research - CMO applaud and commented 'You guys may find this ad in a few months, I am genuinely impressed. Customer Lifetime Value Apple Watch&nbsp; <img width="1924" height="1080" width_o="1924" height_o="1080" data-src="https://freight.cargo.site/t/original/i/74bfccad8e0d2633275365364003823e63e4a35964b72abdc5acda201aa89468/Screen-Shot-2022-09-26-at-2.00.39-PM.png" data-mid="155784036" border="0" src="https://freight.cargo.site/w/1000/i/74bfccad8e0d2633275365364003823e63e4a35964b72abdc5acda201aa89468/Screen-Shot-2022-09-26-at-2.00.39-PM.png" /> <img width="1922" height="1082" width_o="1922" height_o="1082" data-src="https://freight.cargo.site/t/original/i/04ed5f7bca3907941b2e1ed9d78eeaf77f61419aec739e5cfe2f9bde9aadeca7/Screen-Shot-2022-09-26-at-2.01.20-PM.png" data-mid="155784037" border="0" src="https://freight.cargo.site/w/1000/i/04ed5f7bca3907941b2e1ed9d78eeaf77f61419aec739e5cfe2f9bde9aadeca7/Screen-Shot-2022-09-26-at-2.01.20-PM.png" /> <img width="1326" height="748" width_o="1326" height_o="748" data-src="https://freight.cargo.site/t/original/i/fd90a3fe73304d2b6fb34475e5f1fd46e0429a4673f8ea539bb60fcf94243476/Screen-Shot-2022-09-26-at-2.02.36-PM.png" data-mid="155784038" border="0" src="https://freight.cargo.site/w/1000/i/fd90a3fe73304d2b6fb34475e5f1fd46e0429a4673f8ea539bb60fcf94243476/Screen-Shot-2022-09-26-at-2.02.36-PM.png" /> <img width="1328" height="746" width_o="1328" height_o="746" data-src="https://freight.cargo.site/t/original/i/0232cf017fcba52569605dc1db5b649dd474efd5c472ec17f7d5a35317febd9a/Screen-Shot-2022-09-26-at-2.03.07-PM.png" data-mid="155784039" border="0" src="https://freight.cargo.site/w/1000/i/0232cf017fcba52569605dc1db5b649dd474efd5c472ec17f7d5a35317febd9a/Screen-Shot-2022-09-26-at-2.03.07-PM.png" /> Chobani <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/01d4309335d6e7416fc304277bae92ba0f938aeccdcdeccbdb99998c2c14e3c6/1.png" data-mid="155790353" border="0" src="https://freight.cargo.site/w/1000/i/01d4309335d6e7416fc304277bae92ba0f938aeccdcdeccbdb99998c2c14e3c6/1.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/1435638d207d775ef9a038d4fcd529b8d1b7f272999078df08e47c6244df9759/2.png" data-mid="155790354" border="0" src="https://freight.cargo.site/w/1000/i/1435638d207d775ef9a038d4fcd529b8d1b7f272999078df08e47c6244df9759/2.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/e0426a659b134033acb15f78329a2040e02c5a9efa9cd2487e75088e8212d35b/3.png" data-mid="155790355" border="0" src="https://freight.cargo.site/w/1000/i/e0426a659b134033acb15f78329a2040e02c5a9efa9cd2487e75088e8212d35b/3.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/73eb3b81e875af5648ec6cf14bf445627b5c901cf4622f661a1a0e97d89f73a1/4.png" data-mid="155790357" border="0" src="https://freight.cargo.site/w/1000/i/73eb3b81e875af5648ec6cf14bf445627b5c901cf4622f661a1a0e97d89f73a1/4.png" /> https://jiminminapark.com/Conde-Nast Thu, 13 Oct 2022 19:41:50 +0000 Jimin A. https://jiminminapark.com/Conde-Nast Condé Nast Digital Marketing Campaigns &nbsp; Content Creator 2017 Responsibility Created Paid Social content and assisted in strategic planning for brand communication. Clients include Chanel Fashion and Beauty, NARS, COACH, LV, Burberry, Lindberg Asia HQ Background&nbsp; Content Creator (Intern) at Creative Contents Lab, Conde Nast Korea. Creative Contents Lab., is an in-house brand of Conde Nast Korea with Vogue, W, Allure, GQ Korea. They specialize in planning and producing branded content for luxury brands, mainly fashion films. Responsibility As a creative intern, I was responsible for assisting senior editors with creative productions - editing videos using premiere pro and after effects - and also responsible for assisting in English pitches for global clients such as Louis Vuitton, Lindberg, and Burberry. The video on the right shows projects I assisted and also designed. &nbsp;<img width="1170" height="800" width_o="1170" height_o="800" data-src="https://freight.cargo.site/t/original/i/7b94454250c2e0daa8d2b0c4dca4394b870c3d76540494b50b6604bde68514fe/__.png" data-mid="155755692" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/7b94454250c2e0daa8d2b0c4dca4394b870c3d76540494b50b6604bde68514fe/__.png" /> https://jiminminapark.com/HYundai-df Tue, 18 Oct 2022 13:51:36 +0000 Jimin A. https://jiminminapark.com/HYundai-df Hyundai DutyFree PR Campaign&nbsp; Duty Free’s resonse to COVID recession 08–2020 ResultThe campaign arose many positive PR releases, and the client expanded the marketing budget to continue the 'Duty' series. Background&nbsp; Most of us, including our clients, are struggling with this tragic situation - COVID-19. But none of them can compare to industries like the duty-free. Hyundai Department Duty-Free decided to cancel the annual campaign in 2020 and almost all the other projects. However, the brand needed urgent marketing solutions to keep its brand position apparent, as they launched the brand only three years ago. Our agency had to find a plan b, a big idea to utilize a situation in making a positive and attractive image for Hyundai Department Duty-Free. Insight The initial idea started with using the word 'Duty.' The reason behind the fall of the Duty-Free industry meant that everyone was serving their 'duty' to keep the pandemic under control. If we were to connect the word 'Duty during the Pandemic' with Hyundai Department Duty-Free, it seemed like an effective, yet attractive solution. <img width="1728" height="2304" width_o="1728" height_o="2304" data-src="https://freight.cargo.site/t/original/i/3b0bc92672d13dc6fa3d8f50e3d0a353644405b19861ba323e4d2012cf739a8f/Untitled-design.png" data-mid="156228489" border="0" src="https://freight.cargo.site/w/1000/i/3b0bc92672d13dc6fa3d8f50e3d0a353644405b19861ba323e4d2012cf739a8f/Untitled-design.png" /> <img width="1358" height="898" width_o="1358" height_o="898" data-src="https://freight.cargo.site/t/original/i/34e3b3eac85963a5deee008ad6752baeb823455a40a36071f8b1383e918b72d9/Screen-Shot-2022-10-18-at-8.56.03-AM.png" data-mid="156229221" border="0" src="https://freight.cargo.site/w/1000/i/34e3b3eac85963a5deee008ad6752baeb823455a40a36071f8b1383e918b72d9/Screen-Shot-2022-10-18-at-8.56.03-AM.png" /> https://jiminminapark.com/Kolon-Sport-19FW Mon, 19 Oct 2020 01:48:44 +0000 Jimin A. https://jiminminapark.com/Kolon-Sport-19FW Jimin Park&nbsp; Portfolio Client :&nbsp; &nbsp; &nbsp;Kolon Sport / Korea Outdoor Clothing Brand Project: &nbsp; 2019FW CampaignOn-Air : &nbsp; October, 2019 <img width="2756" height="900" width_o="2756" height_o="900" data-src="https://freight.cargo.site/t/original/i/7ed43c94b504463cc9cecd8c099f1728748463194de9a7d9c936e4fa5563bc17/191125-W--.jpg" data-mid="85982595" border="0" src="https://freight.cargo.site/w/1000/i/7ed43c94b504463cc9cecd8c099f1728748463194de9a7d9c936e4fa5563bc17/191125-W--.jpg" /> 19 FALL FILM &nbsp; &nbsp; &nbsp; Kolon Sport, the number one Korean Outdoor brand, decided to add authenticity to its new campaigns. The 2019 seasonal campaign was to give a different approach to what has once been more about fashion and style. Going back to its originality and heritage as the oldest Korean outdoor brand, we aimed to communicate the love and respect for nature, and how their relationship with nature serves better products. The model, Ryu Jun Yeol, was specifically chosen as he was known for environmentalist, and the campaign revolved around him being a little part of the large nature, not the main protagonist. 19 WINTER FILM &nbsp; teaser. Branded Film &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Korean Outdoor brands, including Kolon Sport itself back in 2018, often adhered to using western cities - the U.S. and Europe - as their backgrounds for the campaigns. However, in 2020, Kolon Sport restated the definition of "outdoors" by choosing to go to Mongolia, where real nature resides. We believed the wilderness of Mongolia will highlight the quality, function, and most of all the authenticity of the brand. Of course, interactions with the native Mongolians and Ryu Jun Yeol added to this fruition.