My
Story
Building Brand Awareness Through Global Fandom
The International K-Drama Day strategy hinged on strategic partnerships and a seriously tempting giveaway. I curated a selection of perfectly aligned partners, including heavy hitters like Duolingo, WEBTOON, and CJ ENM (aka the K-drama powerhouse), securing custom integrations designed for maximum reach and engagement. The inaugural event was a resounding success, garnering significant press coverage from top-tier outlets like Variety, CNN Entertainment, and more, along with a delightful explosion of online buzz. We even achieved a company first, conducting live interviews with Korean actors at the brand-new Viki Cafe. More impressive is that this went from concept to launch in 3 months. Suffice it to say, International K-Drama Day has become a highly anticipated annual event for Rakuten Viki.
Details
60+
press outlets globally covering event
40%
of event page traffic was new to Viki
~500MM
K-drama fans reached globally
About
The official launch of global holiday was on Rakuten Viki's birthday, November 29th. The celebration consisted of several elements partnerships, giveaways, exclusive content, discounts and more. Partnerships were formed with Duolingo, Webtoon, CJ ENM, Weee!, Peach and Lily and more.
Elements
Contest
K Drama Fan Trip of Lifetime Giveaway
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We partnered with several brands to give away 125 prizes and an sponsored a grand prize giveaway trip to Korea to go on a K-drama tour for 1 lucky fan. Contestants had to answer the prompt "How have K-dramas changed your life?" The responses were profound and thousands of fans entered from all over the world.
To ensure authentic and impactful collaborations, I strategically selected partners across diverse sectors - language learning, food, fashion, K-beauty, and music - that organically aligned with Viki's brand and resonated with our target audience, maximizing reach and engagement for International K-Drama Day.
Partnerships
WEBTOON
Webtoon Reading Event
The partnership with Duolingo produced a limited time reading event on the WEBTOON platform that fans could participate in. If they read the selected titles they could get a free month of Viki Pass.
Press
Content
K-Drama Day Exclusive Content
Unlock K-Drama Magic: Exclusive Interview with Producer So Jae Hyun | Viki International K-Drama Day
It’s K-Drama Day! 💙 Listen Up! Shoutouts from Our Favorite Stars | Viki International K-Drama Day
Celebrating 15 years of k-dramas/entertainment with Viki | Viki International K-Drama Day
For International K-Drama Day, conceptualizing and developing the video content strategy, leveraging creative storytelling and engaging visuals to celebrate the global phenomenon of K-Dramas and connect with fans on a deeper level.
Social Media
I played a key role in developing the social media strategy for International K-Drama Day. This involved selecting influential voices and collaborating with brand partners to create a diverse range of engaging content that amplified the celebration across various social media platforms. This is a sample of the content created.
Creatives
Assets
Rakuten Viki Homepage
To maximize event participation, a captivating homepage hero banner was added on the holiday that effectively communicated the excitement of International K-Drama Day and encouraged users to explore the dedicated event page.
The landing page launched on November 29th, 2023 KT featuring a giveaways include an all expense paid trip to go on a K-drama tour in Korea and partner collaborations such as a Korean language quiz with Duolingo and a reading event with Webtoon. Select shows were made available to watch for free for a limited time and other custom content was also featured.
Landing Page
