As the biggest search engine in Korea, Naver sought more down-to-earth and relatable ways to connect with its users on Instagram while highlighting its employees. I was given two main objectives: 1) create content that resonates broadly with the audience, and 2) showcase what different teams are doing in a more approachable manner with an internal target of reaching 100K views. To achieve this, I developed two serialized content formats, both aligning perfectly with Naver’s requests.

The first series, “Off The Nacord,” posed questions such as “Which word or phrase do you use the most at work?”, “What’s the biggest mistake you’ve made?”, “Which ‘Naver lingo’ do you use the most?”, or “What’s your most memorable moment at Naver?” Employees’ funny, heartfelt, and relatable answers sparked positive reactions from followers. The first three episodes I produced for this series reached a combined 1.7M views, with the most successful video hitting 936K views alone.

The second series, “Naver Official Unofficial Story Time,” focused on introducing individual teams and their work. Team members directly answered real questions from users on Naver and community websites, explaining their services in a friendlier, more human manner. This approach made Naver appear approachable while remaining both informative and promotional. One viewer even commented, “Is this the Naver I knew?” The series achieved strong engagement, totaling 726K views.