Papa Johns x Toy Story 5 x Dayoung

Turn a one-day pop-up into a social moment that reached well beyond Seoul, with talent whose audience would show up both in person and online, within the brand’s budget.

I worked with the Papa Johns US and APAC teams to find talent who could carry the campaign across both markets. After a deep dive into talent and audience data, I recommended Dayoung, whose female-skewed, millennial-to-Gen Z following had a strong Korean base for foot traffic and a US audience to take it international. I worked directly with her management at Starship Entertainment to bring the partnership together. On the day, I was on site in Seongsu with the DIVE team, keeping Dayoung’s team and the client aligned so every part of the activation went live as planned. After the campaign, I pulled the backend analytics and built the full performance report for Papa Johns and Disney.

Scoped for one feed post and one story, Dayoung delivered a full carousel and nine added stories across a single afternoon, holding 60% retention from the first story to the tenth. In the first week, the content reached 105,000 unique accounts, generated 465,000 impressions, and earned a 6.6% engagement rate, two to three times benchmark. It drove 80 direct click-throughs to Papa Johns and Disney channels from an audience that was 79.7% aged 18 to 34.