The Challenge :
The SK Corporation, perhaps Korea's largest investor of digital web contents, approached us with a promising, but daunting task. They wanted us to produce three "large scale" and "high quality" web series on a limited budget. This was a tall order that we are sure many agencies would turn down. However, Hookviral is always eager to accept projects with lofty goals. So we continued on albeit with one condition.
The Solution :
Hookviral members are very strong proponents of piloting. We believe no budget is too small for risk control. In modern marketing that spreads digital contents with algorithms and programmatic advertising, there is no reason brands should not be testing creative before they commit to long term projects.
We produced three pilot programs on a limited budget, released the contents on open platforms like facebook and youtube to see what resonated well with audiences. After the results came in we discovered that two of the three concepts performed exceptionally while one of the concepts while performing well with niche audiences did not have a wide enough appeal for SK Planet's video platform which had a limited subscription based audience.