- BRAND
- COMPANY
GRAINBOW
LAUNCH & GROWTH
- #E-commerce
- #Creators
- #Growth
FROM A NEW PRODUCT
TO A DAILY CHOICE
Grainbow entered a crowded convenience-food market. It needed both a relevant introduction and a clear place in people’s meal routines.
The goal: turn launch attention into sustained online purchases.
I led the online marketing from launch into the following year: trend-led creator campaigns, a sharper low-sugar meal-planning proposition and a connected route to Naver Smart Store sales.
FOLLOW THE MOMENT
FIND THE OCCASION
Two creator-led campaigns responded to the food trends and search interests of the moment. Each gave Grainbow a different role in everyday eating, with recipes people could make their own.
THE POKE CHALLENGE
Creators used Grainbow as the base for colourful poke bowls, connecting a new product with a familiar food trend.
THE TEN-MINUTE LUNCHBOX
The next round turned quick meal preparation into the idea, with creators making portable lunches such as rice burgers and gimbap.
A CLEARER REASON
TO CHOOSE GRAINBOW
The later marketing focus settled on low-sugar meal-planning lunchboxes as interest in low-sugar eating grew. I connected that proposition with Naver meal-plan bundles, product-page creative, advertising and CRM.
Our team created the product-detail key visuals and digital selling assets, making the meal proposition tangible at the point of purchase.
- 01 / DISCOVER
Build interest
Creator campaigns, paid boosts, diet-community seeding and the Inout partnership brought the product into relevant conversations.
- 02 / BUY
Capture intent
Naver digital advertising, including Brand Search, connected shopping interest with meal-plan bundles and Smart Store offers.
- 03 / RETURN
Support the next order
Our team managed CRM alongside acquisition, keeping customer communication connected to the sales programme.
MEET PEOPLE
IN THEIR ROUTINE
The Inout diet-app partnership extended content and seeding into a community already thinking about food and meal planning.
A QUICK LOOK
A CLEAR REASON TO TRY
Our team produced a lightweight digital product film for product detail pages and online advertising, giving shoppers a quick introduction to the range and its preparation.
FROM LAUNCH
TO ONLINE GROWTH
The work evolved from trend-led creator campaigns into a focused proposition and a Naver-centred sales programme.
- Purchase growth
Expanded purchases through Naver Smart Store through an integrated programme of positioning, sales creative, advertising and customer communication.
MEASUREMENT FOCUS / Store orders, purchase conversion and paid-media efficiency
HANDS ON
TOGETHER
- BRAND / COMPANY
- Cheongjeongwon / Daesang
- PERIOD / CHANNEL
- 2023–2024
Naver Smart Store - MY ROLE
- Myounghee Kang, in-house team lead at Daesang
I developed the strategy and execution details, and worked hands-on with the team to deliver the campaign. Scope included positioning, offer planning, creator campaigns, product-detail creative and films, Naver digital advertising including Brand Search, CRM and partnerships. - MADE WITH
- My team, agency partners, sales teams, product managers, participating creators and Inout
IMAGE & PROJECT REFERENCES
Product photography and Inout’s app illustration provide brand and partner context. The app visual is not a capture of the historical Grainbow campaign. Scope and delivery are based on Myounghee’s account.