Starting in June 2016, following the upgrade of the Digital Factory operation system, content requiring both professionalism and instantaneity began to be planned and produced in-house by the Digital Factory. The first brands selected for this initiative were Happy Bath and Fresh Pop, which previously did not have a dedicated SNS agency. Beginning in July, Instagram content—originally managed by the MC team—was created through collaboration with Digital Factory. Since Instagram content demands stronger artistic elements than other SNS platforms, in-house designers oversaw the entire process, from content planning and photo shoots to styling and design.
Concept
Happy Bath engages with consumers across various channels under four core themes: Happy Touch, Happy Smile, Happy Moment, and Happy Escape. When designing content, the team focuses on enhancing relevance and resonance through these thematic pillars. To maintain a warm and conversational tone, content design incorporates cozy colors, hand-drawn illustrations, and crafted visual elements. In addition, members from the Video Factory joined the team to introduce fresh digital techniques. A notable innovation was the Cinemagraph Technique introduced in October, which blends still photography with subtle motion video to spark viewer interest—an entirely in-house production that marked a new creative milestone.
