SNS & Original Goods Campaign
Role: Sr. Art Director managing 3 in-house designers
Situation / Challenge
Goal: make banking feel more approachable.
Traditional services felt stiff and distant, especially to younger users.
Action
Designed campaign linking original goods + Instagram.
Mechanism: hashtag posts = chance to win goods, encouraging fun UGC.
Focused on three points:
Goods design: simple, unique, appealing to 20s–30s daily life.
Unified visuals: ensured goods & posts shared one tone so content itself became advertising.
In-house production: handled photos, design, posting end-to-end for speed and cost efficiency.
Result
Instagram followers ↑ 150% YoY.
Average engagement 5% vs. industry 1.2%.
Goods campaign peaked at 32% participation rate.
Insight
Proved financial brands can evolve from “service provider” to “community with fans” by blending digital + real experiences.
