Bibigo
What I Worked On:
Brand Architecture
Brand Guidelines
Website
Social Media
Video
Experiential
Retail
Winner 2022
The #1 frozen food brand in Korea, Bibigo craved a seat at the modern American table. Knowing that today’s foodies demand cultural integrity, we drew inspiration from Korean heritage and culinary traditions to uncover the heart and soul of the brand — a discovery worth sharing.
My team and I created a new brand identity, positioning the product at the intersection of the experience of food and the feeling of connection, then partnered with Postmates to create a one-day event where users could send free dumplings to a friend, increasing brand awareness and creating an occasion for its products. “Mandu Monday” went live in 6 markets—and sold out almost instantly.
The next year, we did it again—and bigger. We hosted 10 weeks worth of Mandu Monday giveaways, working with well-known content creators Chris Cho and Gaby Dalkin to share exclusive recipes and encourage followers to enter for the chance to win two Bibigo Boxes—one for them and one for a friend. This activation earned us an Audience Honor Award from the 14th Annual Shorty Awards in 2022.
My Role: Senior Copywriter, Associate Creative Director
Creative Director: Kat Tushim
Associate Creative Director, Art: Sarah Zimmer
Senior Art Directors: Dana LaCoco, Pamela Rivera
Agency: Upshot
Bibigo x Postmates Mandu Monday
Brand Architecture
:06 Bumpers
Postmates
Website
Make it a Mandu Monday
14th Annual Shorty Awards:
Audience Honor
The Results
Our influencers’ communities loved the content, with many comments speaking to the desire to try the recipes. Each influencer substantially exceeded industry average engagement rates and drove an average of 977 #ManduMonday entries each week during the 10-week promotion. In whole, our influencer partnership secured:
3,030,768 impressions
2,653,075 engagements (likes, comments, views)
12.61% engagement rate (vs. industry average of 1.36%)
These results were incremental to our paid social campaign, which garnered over 8.1 million impressions and nearly 8,000 entries over 6 weeks. Our social program secured:
8,134,891 impressions with a $9.73 CPM (vs. $10 benchmark)
2,553,501 engagements (likes, comments, shares, views)
12,791 link clicks with a 0.16% CTR (vs. 0.10% benchmark)
