The challenge was to develop a campaign that would generate excitement across multiple markets while maintaining brand consistency across digital and in-store experiences. The collaboration also required aligning with global partners and navigating cross-functional timelines to ensure a seamless launch.

A playful, fan-driven campaign inspired by SEVENTEEN’s visual identity and fandom culture, designed to create an engaging and shareable experience. The concept translated into a themed menu item, SEVENTEEN New Milk Tea, collectible merchandise, and a social contest that connected fans to the brand both in-store and online.

I ensured visual consistency and alignment of deliverables across all channels while managing production, vendor coordination, and cross-team collaboration.

Campaign assets included:

• Collectible artist coasters

• In-store artist standees

• In-store promotional posters

• Digital menu graphics

• Website homepage takeover

• Mobile app messaging

• Social media and influencer marketing

• In-store music playlist

Successfully launched across 96 store locations nationwide, driving strong in-store engagement and social interaction throughout the campaign period. The collaboration generated increased foot traffic, high participation in fan-driven activations, and expanded brand visibility through both digital and physical experiences.

• Estimated 329K in-store visits during campaign period

• 782K+ social media impressions

• 275K+ website impressions