Stony Brook University SUNY Korea

On the 8th of May 2024, SUNY Korea held the “Understanding the Digital Evolution” career talk with Ruby Kang, digital marketer from Cartier Group Korea. 

Kang explained the importance of “Digital Marketing Defined by Real Industry” via three components: unexpected brand experience, 360 marketing strategy, and content driven customer engagement. She described the pressures working in the industry to create unexpected and innovative marketing campaigns, noting that although it was stressful, she nevertheless considered it to be a valuable experience as it challenged her to think outside the box. 

Kang emphasized how crucial it was to adapt to the ever-changing consumers by appealing to them in unexpected ways. For example, she described her ideas in the “TB Monogram campaign”, where she proposed introducing a Burberry character: a deer with the iconic Burberry monogram. This project was a huge success, and the Kakao emoticon sold out within an hour of its release. Additionally, she described other campaigns such as the “B SURF” game, “#USEYOURFREEDOM” digital film, and dancing “Pop” AR filter to create publicity and appeal to the youth. Additionally, she shared her experiences in content creation for “The Imagined Landscapes Jeju” pop up, noting the importance of consistent and relevant content to persuade customers to interact with brands on a deeper level, establishing consumer loyalty. 

A significant project she worked on was the Cartier HJ Event in Seoul, introducing their new fine jewelry collection. This event became one of their most successful marketing strategies as they invited well-known actors, actresses, K-pop idols, and talents with big market value to a fancy gala dinner. The digital marketing team made sure to maximize the content through teaser videos, photoshoots, and interviews. Lastly, she shared three key points on how to establish one's career: know your abilities, narrow down choices, and be well prepared. 

Overall, the career talk highlighted the importance of digital marketing in creating a seamless experience for the consumer both online and offline. As digitalization continues to take center stage in our ever-changing market, it is crucial for brands to consistently adapt and refine their marketing methods in order to stay relevant and appeal to the public. 
 

Written by Jennifer Christiana of IVY Magazine