Hanwha Life · KEEP EARTH
Helping good content reach further.
I managed content and digital channels for KEEP EARTH, Hanwha Life’s sustainability brand. Beyond producing content, I used GA4 and Meta data to evaluate traffic, audience response, and ad performance, then refine the operating strategy. With roughly half the previous advertising budget, we expanded reach and impressions and more than doubled website visitors.
- Period
- 2025.05 — 2025.12
- Role
- Outspring · Content Project Manager
CHANNEL STRATEGY
One story. A different approach for every channel.
I adapted each story to the way people use each platform: in-depth articles for the website, concise visual carousels for Instagram, and key takeaways for the Tribe app. Tailoring both format and message created a consistent way to compare traffic and engagement across channels.
PERFORMANCE OPTIMIZATION
Putting budget where it worked hardest.
I tracked website traffic in GA4 and compared creative and campaign performance in Meta Ads Manager. I reduced lower-performing activity and redirected spend toward stronger content and audiences. This approach cut the advertising budget to roughly half its previous level while increasing Instagram reach by 63%, impressions by 61%, and website visitors by more than 2×.
ONLINE TO OFFLINE
Connecting touchpoints into one brand experience.
I extended the digital brand message into live experiences at the Yeouido Spring Flower Festival and Seonyudowon Festival. I planned visitor journeys that brought together media art, merchandise, and donation activities, coordinating schedules, production, and operations across more than 20 partners.
Content across three channels
I regularly planned and produced content for the website, Instagram, and the Tribe app, adapting shared topics to each channel’s format and audience.
