PoongIn is a prominent clothing manufacturing brand headquartered in Korea, with offices and factories spread across 5 countries (Korea, Vietnam, Indonesia, Philippines, and Guatemala). Specializing in both knit and woven garments, PoongIn employs a unique manufacturing process that incorporates 3D-generated samples, significantly reducing production time.PoongIn has reached out to Disrupt with the objective of bolstering their presence on Instagram, specifically targeting the B2B market and relevant professionals in the fashion industry.
Phase 1
STRATEGY
PoongIn approached us with the idea of dividing their content into two distinct series: PI CITY SERIES and PI MI SERIES.
The PI CITY SERIES aims to showcase the cities where PoongIn operates its offices and factories. This series will introduce viewers to various hotspots and places of interest in these cities. In the fashion industry, it's common for brands to send their employees to inspect the factories where their garments will be produced to ensure quality. Therefore, this series will provide valuable and engaging content for those individuals. On the other hand, the PI MI SERIES is designed to highlight PoongIn's Unique Selling Points (USPs), fashion trends, sustainability in the fashion industry, and k-fashion. It will delve into the distinct features that set PoongIn apart from its competitors while exploring the latest trends in the fashion world and addressing important sustainability topics.By creating these two series, PoongIn aims to cater to different audiences and provide relevant and captivating content that aligns with their brand identity and goals.
Phase 2
CONTENT PLANING
Based on the strategy presented to us, we have carefully prepared a comprehensive plan that encompasses all types of content to be uploaded on Instagram. Our goal was to ensure that every aspect of the strategy is addressed effectively.
To achieve this, we took into consideration the diverse content requirements and designed a framework that aligns with PoongIn's brand identity and objectives. The plan outlines how each content piece will contribute to the overall Instagram presence, catering to the target audience and promoting engagement.
Furthermore, we integrated a content calendar that strategically schedules posts, stories, and other formats to maintain consistency and optimize visibility. By planning ahead, we can deliver content in a timely manner, making the most of peak audience activity. Additionally, we emphasized creating a harmonious blend of both series—PI CITY SERIES and PI MI SERIES—ensuring that they complement each other and resonate with the audience. The PI CITY SERIES will allow followers to connect with PoongIn's various locations and explore their work environments, while the PI MI SERIES will highlight PoongIn's strengths and delve into captivating topics relevant to the fashion industry.
Phase 3
CONTENT CREATION & COPYWRITING
Once the Content Plan was established, we proceeded with the crucial stages of Content Creation and Copywriting.
Given the distinctive nature of the project, our primary emphasis was on crafting captivating posts using a combination of stock footage, graphic elements, and creative design. This approach enabled us to present PoongIn's content in a visually compelling manner that would resonate with the audience, enhancing their engagement and interest.
In parallel, our team of skilled copywriters worked diligently to develop persuasive and impactful copy that perfectly aligns with the preferences and interests of the target audience. By tailoring the language, tone, and messaging to suit the audience's sensibilities, we sought to create a strong connection between PoongIn's brand and the viewers.
Throughout the Content Creation and Copywriting process, we paid careful attention to the coherence between visuals and written content, ensuring they complement each other seamlessly. By doing so, we aimed to provide a cohesive and immersive experience for the audience, promoting a better understanding of PoongIn's brand values and unique offerings.
