Hanwha Life. KEEP EARTH
Good content. A wider reach.
I managed content and digital channels for KEEP EARTH, Hanwha Life’s environmental brand. Alongside content production, I used GA4 and Meta data to review traffic, audience response, and advertising performance, then adjust the operating strategy. With roughly half the previous advertising budget, we increased reach and impressions and more than doubled website visitors.
- Period
- May–Dec 2025
- Role
- Outspring · Content Project Manager
Designing for each channel
One idea. Different ways to reach people.
I adapted each topic to the way people use each channel: in-depth articles for the website, short visual posts for Instagram, and key takeaways for Tribe. I shaped both format and message around each audience’s context, creating a consistent way to compare traffic and response across channels.
Putting data to work
Put the budget where it works.
I tracked website traffic in GA4 and compared creative performance and campaign results in Meta Ads Manager. I reduced spending on weaker campaigns and focused the budget on content and audiences that responded well. With roughly half the previous advertising budget, Instagram reach grew 63%, impressions grew 61%, and website visitors more than doubled.
From digital to physical
One brand. A connected experience.
I extended the brand’s digital message into live experiences. For the Yeouido Spring Flower Festival and Seonyudowon Festival, I planned visitor interactions and participation routes, connecting media art, merchandise, and donation programs. I coordinated schedules, production, and operations with around 20 partners to bring the campaign directly to visitors.
Content, adapted to each channel.
I regularly planned and produced content on shared topics for the website, Instagram, and the Tribe app, with a different format and approach for each channel.
