Consulate

Boosting the Korean Consulate’s Engagement by 889% with Visual Content

Challenge

The Consulate General of the Republic of Korea in Houston needed to enhance its Instagram presence to better engage its audience while maintaining cultural and diplomatic relevance.

Solution

As a Social Media Content Strategy and Creation Intern, I photographed events, recorded videos, designed posts, and developed a content strategy focused on visual posts and short-form videos. Collaborating with a team of three, we managed a content calendar to ensure consistent, audience-focused content.

Results

Our strategy led to a +889% increase in Instagram engagement, +10,440% growth in reach, and a +390% rise in followers. By aligning content with audience interests and key cultural moments, we significantly expanded the Consulate’s digital presence.

Role

Social Media Intern

Client

Consulate General of the Republic of Korea

Timeline

6 months

Team

3 people

Tools

DSLR, Photoshop, Lightroom, Canva, Capcut

Platforms

Instagram, YouTube

Before

The Consulate’s Instagram lacked visual identity and strategic content alignment with its audience.

Branding

To establish a cohesive visual identity, I developed a branding style guide incorporating the Consulate’s official logo and matching brand colors. I also selected a consistent font palette to ensure uniformity across all content, enhancing brand recognition.

Content Strategy and Creation

After identifying the consulate's target audience—Korean nationals and individuals interested in Korean culture—I analyzed content within this niche to inform my strategy. I created content around two main pillars. The first pillar highlighted the consulate's work abroad, where I had the opportunity to attend events and photograph notable figures like K-pop idols, actors, and government officials. The second pillar focused on educating audiences about Korean culture, for which I researched significant historical moments and cultural topics to create engaging and informative posts.