Part-time workers in Korea were treated unfairly. And they didn’t have a voice.

We figured we would balance the score if we mixed people being looked down on, with people being looked up to.

So we had celebrities and influencers joining part-time workers. At work.

We produced a web series of the unexpected connections that caught the nation’s attention.

Suddenly, part-time workers had a voice that we could amplify through an integrated campaign.

• TV Commercials: Spots featuring popular celebrities in the roles of part-time workers aired on cable (millennial preference) and terrestrial TV as well as social media (including YouTube, Facebook and Korean platforms Afreeca TV and Pikicast).

• Securing celebrity ambassadors, actress Suzy, actor Kang Ha-neul and comedian Lee Kyung-gyu

• Make-a-Wish Mailbox Series – Ten Korean celebrities surprised hard-working part-timers at work, with heartfelt videos posted via Facebook, YouTube, Dingo.

• Voice of Part-Timers – A 15Mx6M tall LED media featuring words of encouragement to part-time workers

• Alba Income Index – Analyzing and pitching three-years of part-timer job data to Korea’s largest newspaper, Chosun Ilbo, along with other top-tier publications

• Breakfast for Part-Timers – Survey results revealed that many part-timers skipped breakfast, so we delivered free morning meals to 2,000 of them

• Social media engagement

The campaign positioned Alba Chunkuk as a thought leader, a committed advocate to part-time workers. And part-time workers responded.

The campaign microsite experienced more than 5.4 million visitors during the campaign.

And most importantly, part-time worker’s resume registrations jumped 221%.

The campaign drove important conversation, and exceeded campaign objectives. Coverage included 118 articles, reaching more than 30 million readers. Highlights include a front-page article on Chosun Ilbo (1.4 million daily circulation), as well as front page coverage in the news section of Naver, Korea’s largest internet portal.

Social media engagement was significant. On Facebook, YouTube, Dingo and other social media platforms, the Make-A-Wish Mailbox videos generated 48 million views, and campaign commercials generated an additional 33+ million views.

The campaign is poised to have even more impact. Korean government officials are currently consulting three years of Alba Income Index data, which, hopefully, will fuel policies that protect and advocate for part-time workers.