Based on the research results of “What does renewal mean for women?” conducted among Lav’s target audience, I created the character Rengin.
Drawing inspiration from Lav’s long-held insight of “Renewal,” I developed a character that embodies a woman’s decision to rejuvenate herself in every aspect of her life, reflecting her inner world and experiences.
Rengin’s primary role was to extend Lav’s “product placement using the target audience” strategy to all media channels throughout the year.
As a copywriter with a talent for character development, I brought Rengin to life, infusing her with relatable qualities and a compelling narrative that resonated with Lav’s target audience. Through Rengin’s journey of personal growth and renewal, we effectively conveyed Lav’s brand message of empowerment and self-improvement, connecting with the audience on a deeper emotional level. The strategic integration of Rengin across various media platforms amplified Lav’s presence and engagement, contributing to the campaign’s overall success.
