Bringing the brand to life with K-culture: a unique Korean highlight
Case study: Retail
Need
When a major retail chain wanted to activate a cultural highlight on Korea, the brand launched a process to identify the imaginary world of K-culture and feed its creative and marketing thought-processes.
Approach
The approach combines social analysis, semantic mapping and cultural insights to identify communities and shape inspiring narratives for storytelling and marketing activation.
Impact
The results inspired an emblematic creative concept, guided programming and merchandising, and united teams around relevant and meaningful cultural values.
Transforming K-culture into brand territories
Deep-dive into the imaginary world of K-culture
Analysis of social discussions in France around K-culture, combined with semantic mapping, revealed the dominant narrative universes, the emotions expressed and the imaginary sources of inspiration for brand concepts.
Understanding cultural communities
The identification of the key symbols, aesthetics and practices of K-culture was combined with the definition of four communities illustrating the multiple facets of contemporary Korea. An inspiring reading of the cultural drivers of desirability to better understand and engage audiences.
Projecting universes to share
Four stories were created to resonate with brand’s DNA, each supported by an illustrated visual universe. These narratives fostered ownership by the teams, fed the inspiration of the creative team and laid the foundations for marketing and customer experience strategies.
Identification of brand expression
Detailed analysis of the drivers of desirability (aesthetics, innovation, rarity) led to the development of clear creative guidelines. These recommendations set the tone for the cultural program, facilitated team alignment and strengthened coherence of the brand’s statements.
A narrative trend-sensing approach to transpose K-culture into activatable imaginary worlds for brand.
Sarah Laurier
Deep Opinion
From Korean imagination to collective experience
This project has helped to fuel the creative concept of an emblematic event around Korea, to guide in-store cultural and merchandising programming, and to align teams with promising territories, in affinity with emerging audiences.
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A good brief includes your problem, your target audience, the themes you want to explore and other key elements.
