PressLogic Crafts Phenomenal IP Success for Sulwhasoo: The 「根源の守護精靈」守護計劃 Activation
- Serena Chung
- Oct 20
- 2 min read
At PressLogic, we excel at identifying and capitalizing on emerging cultural trends to forge deep, authentic connections between brands and their target audiences. Our recent collaboration with the premium skincare brand Sulwhasoo on its 「根源の守護精靈」守護計劃 (Guardian Spirit of the Root Protection Plan) is a testament to our ability to blend cultural insight, creative IP generation, and and the creative application of generative AI to reignite its appeal for a new generation.
The campaign’s core challenge was to reinterpret the sophisticated philosophy of Sulwhasoo's Ginseng line—"repair from the root, for beauty from within"—in a way that resonates with a younger generation. We successfully transformed this abstract concept into a tangible, collectible, and deeply engaging brand experience.
Strategy, Execution, and Results
Tapping into Cultural Trends to Drive Emotional Connection: We identified the explosive popularity of "charm culture" and "blind box" collectibles among young women. This trend goes beyond consumption; it’s a form of self-expression and a search for emotional comfort. We leveraged this insight to build our core strategy around "companionship and protection," shifting the brand's persona from a high-end consultant to a warm, personal guardian spirit.
End-to-End IP Generation: From Storytelling to Production: The heart of the campaign, the "Ginseng Baby" guardian spirit, was an original creation conceived and executed entirely by the PressLogic team. We developed a compelling brand story: “Click here to read: The Story of Ginseng Baby.” Our team managed the entire pipeline, from 3D modeling to the final production of the collectible "Guardian Spirit" blind boxes, turning brand ethos into a highly desirable physical product.
Amplifying Reach with Cutting-Edge AIGC Technology: To bring the "Ginseng Baby" to life, we utilized FaceVibe's AIGC technology to create a high-quality animated video. This content was launched across PressLogic’s powerful social media channels, including GirlStyle and TopBeauty on Instagram and Facebook. The animation immediately captured audience attention, generating significant social media buzz and engagement.
Maximizing Impact through Integrated Media Strategy: Beyond creative content, our role encompassed professional press release copywriting and strategic media placement. By deploying compelling content through precisely targeted channels, we ensured maximum exposure and reach for the campaign. This successfully captured the attention of a vast younger audience and solidified Sulwhasoo’s image as an innovative leader in the market.
Conclusion
This project perfectly demonstrates PressLogic’s integrated strengths in IP Generation, AIGC Content Creation, and Integrated Media Communications. We not only built a scalable original IP for the brand but also fostered a genuine emotional connection with its audience through innovative technology and precise strategic execution.
We deeply appreciate the trust the Sulwhasoo team placed in PressLogic, which empowered us to push creative boundaries and co-author this meaningful brand story.
If your brand is looking to reconnect with consumers through innovative IP storytelling and integrated marketing, our expert creative team is here to help you build a bespoke solution.
