Naver
2025 • Social Media
Role: Content Producer
Client: Naver
Agency: Rim&Co.
“Off The Nacord” Series
“Officially Unofficial BTS” Series
Challenge
As one of the largest IT corporations in Korea, Naver sought to transform its social media presence from informative to relatable, aiming to make viral content reach 100K views.
While trying to showcase its employees on social media, it struggled to turn big corporate events into content that was universally relatable.
Approach
To set the tone for the initial change, I have separated the goals into two: to make it relatable and to highlight the employees & services.
The first series, "Off the Nacord," is created to convey a more down-to-earth aspect of the employees. To set up a microphone in Naver's lobby, we asked employees questions about experiences every office worker might have, such as "Which corporate jargon do you use the most at work?""What's the biggest mistake you've made?", or "What's your most memorable moment at Naver?"
In the second series, "Officially Unofficial Behind The Scenes," I focused on what is happening behind the scenes. Starting with Naver Maps, I let the Maps team answer every minute question on the internet. This way, the audience could see and meet the people behind the service, not just the maps on the flat screen, adding a human touch to their experience.
Achievement
"Is this really the Naver I knew?" With a comment like this, both series had a great success. Every 6 content reached our engagement goal, the highest being 957K, for a total of 2.42M, which is a 2500% increase compared to Naver's former series.
"Off the Nacord" became a regular series on the platform, delivering Naver's heartwarming, empathetic stories.