29OPENHOUSE_잘사나보세

Youtube

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Launched a YouTube channel to strengthen awareness of 29CM’s Home & Living category.
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Project Context
29CM sought to strengthen its Home & Living category, which had relatively low awareness compared to competitors. To build brand recognition and engagement in this category, a new YouTube channel was launched under the branded series 잘사나보세.


Strategy & Direction
The concept was designed to blend commerce with lifestyle storytelling. Each episode featured well-known cultural trendsetters, who were given 2.9 million mileage points to shop within 29CM (“Buy”) and then share how they integrated the selected items into their daily lifestyle (“Live”). This format was developed to reinforce 29CM’s positioning as a curated lifestyle commerce platform and to build affinity with younger, trend-driven audiences.


Planning Intent & Execution

Defined the overall channel concept, naming, and brand narrative direction.
Established a branded content framework that differentiated 29CM from competitors, highlighting authentic product usage within lifestyle contexts.
Directed all aspects of the channel launch, from creative development to execution and distribution.
Designed a two-phase roadmap:

  • Phase 1 (Episodes 1–10): Build organic awareness with trendsetters and achieve average viewership targets.
  • Phase 2 (Post-Episode 10): Integrate commerce-driven promotions to directly increase GMV.




Role
As Creative Director, I led the entire project from concept ideation to execution, overseeing channel strategy, naming, and creative direction. I also provided ongoing guidance on production quality, storytelling consistency, and audience engagement.


Results

  • Achieved strong organic traction: average of 300K views per episode, significantly exceeding the initial Phase 1 target of 60K views.
  • Successfully elevated category visibility, contributing to brand awareness growth in Home & Living.
  • Established a sustainable branded content platform that continues to deliver both audience engagement and future sales potential.