Jun - Nov 2023

Social Media
Content Creation
Lo-Fi Video Production, Copywriting
2023
CapCut
Adobe Illustrator

Adobe Photoshop

As a Social Media Marketing Intern, I created lo-fi videos on a daily basis for use across Laneige and Innisfree’s TikTok, Instagram, Facebook, and e-blasts. Employing a mix of trends, visual aesthetics, and humor, I consistently produced top-performing content, generating an average of 2-3 viral videos per month and boosting TikTok engagement rate from 3% to 19% within two months.

Additionally, I was tasked with leading the creative rebranding of the innisfree Instagram feed, introducing a curated Gen-Z aesthetic designed to better direct the brand’s content to relevant audiences.

In addition to producing media based on rigorous weekly social research and forecasting, I worked cross-functionally with paid media, creative, and digital teams to address content needs regarding ad placements, e-blasts, promotion announcements, retailer requests, and other high priority needs.

Within just two months, I boosted Innisfree’s TikTok engagement rate from 3% to 19 after I was tasked with leading the creative rebranding of the innisfree social feeds. Through this, I introduced a curated and renewed Gen-Z aesthetic that resonated immensely with both current and new audiences. For example, a notable TikTok post marking the start of the creative shift was hugely successful, drawing in over 1,000 reposts and 600 new account followers in less than a week of its posting.

With each of my videos, I aimed to properly encapsulate innisfree’s brand’s values while also injecting my own personal touches of creativity!

I also largely contributed to the building of organic relationships between the ____.

3D Animation

Augmented Reality
2023
Blender
Polycam

Unity

Unreal Engine

Using advanced 3D modeling and scanning techniques, I created in-house 3D animations to serve as key, front-facing social visuals for major campaign activations and product releases, as well as supporting retailer requests and influencer partnerships. By referencing a mix of viral marketing and editing strategies, I designed aesthetically-appealing product animations, in addition to hyperrealistic storefront visuals that interacted fluidly with real-world settings.

For the Cherry Blossom Hydrating Mist. Users can play the game by aiming the spray nozzle towards the petals and then releasing the mist. The goal is to obtain as many cherry blossoms as possible.

For the Hydrating Dewy Tint Lip Balm in the shade ‘Baby Pink’. Filter enables users to virtually 'try on' the product’s shade by changing their lip color to match the balm's glossy finish and soft pink hue with remarkable accuracy.

For the Retinol Cica Patches. This beautifying, skin-smoothing filter allows users to create videos with the patches directly on their faces, transforming the product into an accessory.

TRY IT YOURSELF!

AR Filters/Games for TikTok and Instagram

Augmented Reality
2023
Effect House
Meta Spark AR

Adobe Aero

Upon conducting weekly competitive market research, I became increasingly enthralled by the medium of Augmented Reality and the widespread prevalence of AR face filters on social media. Research indicated that gamified filters had a strong efficacy rate in driving conversion among consumers. With that in mind, I took initative by creating the company’s very first branded TikTok and Instagram AR filters from scratch.

Each filter contextualized core products in a trendy and visually appealing manner, and also served immense practical purpose by helping customers make easier and more informed purchasing decisions. By developing innovative, unprecedented ways for users to engage with the brands, I hoped to introduce a refreshed and culturally-cognizant take on marketing, allowing the brands to join others in engaging effectively with current advancements and trending conversations within the digital landscape.

I also enjoyed the process of learning how to use programs such as Effect House on the spot; I was able to quickly adapt and mobilize by combining the processes of learning and creating into one.

I developed AMOREPACIFIC’s very first set of interactive TikTok/Instagram effects, each successfully showcasing core products and allowing users to engage with the brands in new, unprecedented ways.

Dewy Tint Lip Balm Filter
(Baby Pink focus):

Retinol Cica Patch Filter:

Cherry Blossom mist Game Filter:

Dewy Tint Lip Balm Swatch Filter:

TRY IT YOURSELF!

3D Animation

Augmented Reality
2023
CapCut
Adobe Illustrator

Adobe Photoshop

For this project, I taught myself how to work in Augmented/Virtual Reality programs such as Effect House and Unity in order to create a series of interactive innisfree-themed TikTok filters highlighting several of the brand’s core products. Despite not knowing how to use the program beforehand, I was determined to learn how to implement the technology as I kept seeing competitors make rapid use of it. Thanks to my experience in 3D, I was able to quickly familiarize myself with the filter development process and create a series of filters to assist with the brand’s major rebranding campaign.

PDP Direction

Video Production & Copywriting
2023
CapCut
Adobe Illustrator

Adobe Photoshop

“inni-core”

Creative Direction
2023

Upon compiling weekly TikTok/Reels reports, it became evident that with each new week there was a new ‘core’ circulating the Internet. In wanting to shift Innisfree’s content to align more closely with that of Gen-Z trends, such as coquette-core and mermaid-core, I combined these stylistic elements with Innisfree’s branding and messaging to create an aesthetic of our own, called ‘Inni-core’. Under ‘Inni-core’, and after high peforming results ce mented Its position as one of the key pillars of the Q2 BY 2024 Discovery Kit.

From a bulletpoint idea in my very first weekly trend report...to becoming one of the four key pillars of our BY 2024 Discovery Kit!