Project Overview
For the BLACKPINK Digital Collectibles Campaign on VeVe, I served as the Principal Creative, responsible for creating the core visual assets and establishing the overall creative direction for the campaign. These core assets provided the foundation for the campaign's visuals, which were further adapted and executed across multiple formats by both internal and external teams under my oversight.
The campaign targeted BLACKPINK’s global fanbase (BLINKs) to:
Drive sales of BLACKPINK digital collectibles.
Attract a new audience to the VeVe platform.
Key Contributions
Core Asset Creation
Coordinating with a Korean studio, I developed the key static and motion graphic assets that anchored the Teaser, Reveal, and Drop phases. These included hero visuals featuring BLACKPINK members that were used across social media, display ads, and video content.
Creative Direction & Oversight
I established the overall creative direction and ensured alignment across teams. Internal designers and external partners adapted my core assets to create platform-specific visuals while maintaining a consistent, high-quality campaign look and feel.
Creative Impact
TikTok: Outstanding Engagement
TikTok delivered 135,000+ landing page views with an impressive CPLPV of $0.15, driven by engaging short-form visuals tailored to the platform’s audience.
Meta: Conversion Success
Hero-focused static ads, particularly the Jennie Static Ad, were top performers, achieving a competitive CPA of $16.09 and contributing to over 4,958 purchases.
YouTube: From Awareness to Action
Video creatives effectively transitioned from awareness to conversions, driving over 33,000 clicks at a CPC of $0.72, particularly during the Reveal Phase.
X (Twitter): Fan Amplification
The visuals sparked significant organic engagement, generating
23+ million impressions through retweets, likes, and comments.