Organic Revolution Lands in Korea
GC Biopharma, a frontrunner in Korea's pharmaceutical and healthcare sector, envisioned innovative consumer brands as its future growth catalyst. Anchoring on sustainability and eyeing beyond domestic standards, they strategized to adopt global brands. With the surging popularity of athleisure, and activities like yoga and running, especially among women, there was a clear gap for wholesome nutrition. Addressing this, they exclusively brought to Korea the US-based Orgain, a B-Corp certified organic plant-based protein.
Moved by Orgain's founder, Andrew Abraham, who turned to organic plant-based nutrition during his cancer battle, I anchored our Korean strategy on his authentic journey. Prioritizing transparency, honesty, and innovation, we tailored Orgain's voice for Korean consumers, focusing on active women.
The result? A distinct brand that resonates deeply, driving strong engagement and loyalty in Korea.
Content Marketing
Recipe series featuring easy-to-make and enjoyable snacks and desserts using Orgain, introduced by a vegan patissier showcasing the concept of incorporating Orgain into everyday life.
Influencer Partnership
Through content partnerships with key target influencers who represent the perception that "Protein is not only for fitness but for active women," we visualized the unmet needs of our target customers and conducted brand storytelling.
Channel Collaboration
A sports entertainment content consisting of 7 episodes where sports celebrities and influencers learn exercise techniques and nutritional intake methods. The content was jointly produced to showcase product consumption and promote the brand. It achieved exposure of over 800,000 views on YouTube.
