Tasked with creating an integrated marketing campaign for a selected brand, repositioning an existing product to engage a new consumer demographic. Execute strategic campaign visuals across both online and offline channels, while establishing clear KPIs to measure performance and campaign effectiveness.

My integrated marketing campaign for Laneige focuses on repositioning its Hydro UV Defense Sunscreen for a new target audience of Gen Z men, through a strategic partnership with X Games. Suns Out, Game On aims to educate men on sun protection while creating a space where they feel comfortable engaging in skincare and wellness routines. The campaign drives awareness by reintroducing the sunscreen as a gender-inclusive, lifestyle-driven essential.

​​Conducted a comprehensive analysis of Laneige, examining its current target consumer (Gen Z women), marketing tactics, and brand identity. Identified Gen Z men as a new target demographic and performed in-depth research on emerging industry trends, including men’s grooming and the SPF market, to inform campaign strategy. Strategically selected X Games as a launch partner to create an authentic entry point for introducing Laneige to male consumers.