Dot Slash Dash Keyword Campaign
2023 • Social Media
Content Producer
Responsibilities
• Streamlined the campaign work process, including presentation design.
• Directed, operated camera and gears, edited, and color graded for each piece of content.
Goal
Create branded content every week
As an emerging social media platform with a slogan of “Human Memory Archive,” Dot Slash Dash (DSD) launched an initiative in which online engagement directly translates into offline engagement. DSD sought to highlight brands that everyone loves or are newly emerging and to hold events on its platform that encourage users to visit offline stores and upload content.
To promote this weekly event, I needed to create branded content that conveys each brand’s uniqueness and core value in a short timeframe each week, which required the simultaneous execution of research for each brand, production, and editing.
Approach
Create a fast-paced workflow
Making entirely new visuals every week is challenging, but with the right workflow, it was feasible. As we started this campaign, I, as the video team lead, streamlined the guidelines for weekly content creation by creating a presentation document format. It was built for a systemic workflow, where we conduct in-depth research for each brand, present 2-3 video ideas, then budget and schedule.
With the systemic workflow, team members and I were able to conduct and present their research and ideas in company-standard manners, and make more time for their creativity.
Achievement
Validate a systematic workflow
The video team produced 40 pieces of branded content in two months. By establishing a clear production workflow, I guided the video team to translate each brand’s story and core values into visually compelling content while maintaining consistency across projects. The accompanying offline visit generated a number of user-generated content, demonstrating how digital engagement can be effectively converted into meaningful offline experiences for brands.
Dr. Martens (English subs)
Camera operation: Byoungjoo Chon
The Museum Visitor
Blue Bottle
Compakt Record Bar
Saib
Camera operation: Byoungjoo Chon