Papper
2019.3 - 2020.7
Content Strategy on Social Media
Recognizing the need to introduce vegetable leather, which remains relatively unfamiliar in the fashion market, I sought to go beyond simply offering products. My goal was to share the brand’s philosophy and activities to build a sustainability-focused community within the domestic fashion industry.
To achieve this, I developed content strategies that emphasized our commitment to sustainability:
- Journal Section: I launched a "Journal" on our website, featuring interviews with sustainability pioneers. This not only highlighted our values but also paved the way for future collaborations.
- Instagram and Blog: As our primary marketing channels, I directed the team to consistently update content showcasing our eco-friendly practices. For example, we shared team members' sustainable habits and details like my efforts to minimize energy consumption on our design website. These small but significant details helped reinforce the brand’s direction.
- Visual Data on Carbon Emissions: We presented visual data on the carbon emissions saved through our product consumption each year, fostering consumer loyalty and motivation. This approach ensured that our brand’s values were consistently communicated and deeply resonated with our audience.
To efficiently allocate resources, we adopted a dual approach: high-quality photos for in-depth interviews and more casual, real-world images for staff talks, providing a balanced and approachable presentation.
Collaborative project
On a collaborative project with Mille, South Korea’s #2 e-book service I led the design, content direction and shooting team on sustainable pouches. Based on the data showing that tablets are the most popular device for using the Milli service, we decided to incorporate the shoulder strap—a design strength of our existing laptop pouch—into the tablet pouch as well.