TVING’s KBO Exclusive Streaming Branding

As the marketing lead for the 2024 KBO(Korea Baseball Organization) League exclusive live streaming, TVING faced the crucial challenge of transitioning the audience from a long-standing free viewing environment to a paid subscription model. The primary objectives of this project were to firmly establish the brand equation 'TVING = The Exclusive KBO Channel' among baseball fans, minimize attrition of existing fans due to the paywall, and ultimately secure a large volume of new paid subscribers, maximizing TVING's overall brand loyalty and paid conversion contribution.

My Role – Director of Marketing & Design

• Business Goal Setting: I led the team in defining the core brand message—“KBO is exclusively streaming on TVING”—and establishing the paramount objective: maximizing paid subscriber conversion to navigate the challenge of shifting from free to paid viewing.

• Integrated Marketing Strategy: I engineered and directed a fully integrated marketing strategy encompassing all channels, including the nationwide OOH media mix across 10 ballparks, online promotions, SNS content creation, and offline fan events.

• Oversight of $3,400,000 CAD (3.4 Billion KRW) Budget: I were responsible for the critical decision-making and management of the $3,400,000 CAD (3.4 Billion KRW) media mix budget, ensuring effective allocation and execution of the massive nationwide campaign across all 10 KBO stadiums.

• Media Content Strategy & Management: I oversaw the entire process of creating and refreshing advertising materials monthly to align with the dynamic KBO league schedule and TVING's content lineup, thereby maintaining continuous campaign relevance and efficiency.

• Key Promotion Design: I led the conception and performance analysis of high-impact, direct conversion promotions (e.g., AVOD 100-won deal, attrition prevention campaigns), resulting in the concrete financial achievement of over 80,000 direct purchases and a maximized Conversion Rate.

• Key Performance Indicator (KPI) Accountability: I were ultimately responsible for setting and monitoring the quantitative KPI of all marketing activities, including achieving 2.685 million PV and tracking key payment method adoption, ensuring clear accountability for goal attainment.

• Brand Identity (BI) Unification: I managed the final Quality Control for all design deliverables, including the broadcast CG design, SNS packages, and 60 types of video bumpers, playing a decisive role in maintaining the professional quality and unified BI of the TVING sports broadcast.

• External Communications Management: I had final approval and oversight on the planning of critical external communications, such as the press conference PPT and venue setup, and print advertising, ensuring the accurate conveyance of TVING’s KBO service vision to the media and the public.