What Makes Content Take Off Today?
Session Overview
In a world overflowing with content, one of the biggest challenges for brand marketers is simple: how do you make your brand stand out?
There are broadly two ways to approach the problem. Push marketing builds familiarity through repeated exposure, while pull marketing creates content powerful enough that consumers actively choose to seek it out.
This session brings together marketers from GS25 and Samyang Foods to explore what makes people stop scrolling, pay attention and engage with branded content.
Through real campaign and social content examples, the speakers will look at how consumer reactions and emerging trends can be translated into content — and how that content can ultimately expand into products, campaigns and broader brand experiences.
The goal is not simply to create more exposure, but to design content that makes consumers stop, respond and ultimately choose to engage with the brand.
Speakers
Eunjin Lee is responsible for GS25's social media channel strategy and content planning within GS Retail's Brand Marketing Team.
She closely tracks consumer reactions and emerging trends across social media, quickly translating them into content and expanding those ideas into products and broader brand experiences.
She contributed to GS25 becoming the first brand in Korea's retail industry to reach one million subscribers on YouTube and one million followers on Instagram.
Before joining Samyang Foods, she managed the Jim Beam brand in Korea at global spirits company Suntory Global Spirits. There, she worked on six campaigns, including the launch of Jim Beam's RTD products.
She also launched Jim Beam Highball Play – Wonyoung's Dream, a new multi-brand campaign format designed to connect with consumers in a fresh and more engaging way.
After moving to Samyang Foods, Park expanded her role from marketing a global brand within Korea to leading localization for overseas markets from the company's headquarters in Korea.
Her work explores how brands can move beyond simply maximizing exposure and instead create campaigns that consumers actively choose to discover, watch and engage with.