DiscoverLA x Daniel Henney
(Shorty Award–Nominated Campaign)

Co-led a viral influencer campaign for LA Tourism starring Korean-American actor Daniel Henney, driving 15M+ impressions and doubling Instagram followers to 800K.

Positioning Los Angeles as a premium lifestyle destination in the South Korean market

Role: Social Media Manager & Strategist
Award: Shorty Award Nominee — Multi-Platform Partnership
Client: Los Angeles Tourism Board

Collaborated on the concept and creative direction of a webisode-style content series featuring Daniel Henney’s favorite LA spots, tailored for the South Korean market. Content was shared across Henney’s channels, DiscoverLA’s platforms, and Yeomi.Travel’s social—amplifying reach and cultural resonance. The campaign earned 20+ press hits (including MBC and Grazia) and was celebrated for its cross-market impact.

🏆 Nominated for a Shorty Award in the Multi-Platform Partnership category at the 11th Annual Shorty Awards for standout cultural storytelling and cross-channel execution.

Click here to view the nomination.

🎬 Tap to watch. Click any image or video to view the original post.

Challenge

LA Tourism sought to grow awareness and brand affinity for Los Angeles among South Korean travelers — a high-potential, culturally specific market. The goal: position LA as a lifestyle destination through a story-first, multi-channel campaign that would drive tourism and increase share of voice in Asia.

Caption: Hey guys, check out this amazing shoot I did with @discoverla. I’ve always been a fan of Harry Potter, so we stopped at @unistudios (The Wizarding World of Harry Potter), drank some Butterbeer 🍻 and took a shot at becoming a wizard. Swipe to see more and tap the link in bio to see more of my favorite places in L.A. #discoverLA

Brand Strategy

To break through authentically, we grounded the campaign in cultural insights:

  • Conducted social media research to understand media habits, local influencers, and lifestyle aspirations.

  • Identified Daniel Henney as a strategic brand ambassador — a Korean-American actor with global appeal and credibility across both markets.

We developed a brand storytelling approach that framed LA through Henney’s personal lens: a series of native-style webisodes featuring his favorite LA spots, blending aspirational lifestyle with local authenticity.

Caption: LET'S GO DODGERS!! ⚾ Watching a game at the world-famous @Dodgers stadium is a must on my @discoverla tour... especially if it's for World Series! Swipe to take a look and tap the link in my bio to see more of my favorite places in LA. #DiscoverLA

Social & Content Execution

As social brand strategist, I co-led:

  • Creative direction + concept development for the video series

  • A multi-platform rollout across Daniel Henney’s channels, DiscoverLA’s platforms, and regional partner @yeomi.travel, designed to feel native to each feed while staying brand-aligned

  • Community engagement across Korean and U.S. platforms, localizing voice and tone

  • Influencer cross-promotion via @travelholic_insta (750K followers) for further reach

We delivered a digital-first content campaign that was scalable, cross-cultural, and built to drive both virality and long-term brand trust.

💥 1M+ Impressions
This post became our top performer on Instagram, driving over 1 million impressions organically and showcasing the power of strong visual storytelling + cultural relevance.

Results

🔥 15M+ impressions across all platforms

  1. 🏆 Shorty Award Nominee for Multi-Platform Partnership

  2. 💬 Picked up by 20+ press outlets including MBC and Grazia

  3. 💡 Visitation from South Korea increased, with projected growth of 20% over the following years