DiscoverLA x Daniel Henney (Shorty Award–Nominated Campaign)

Role: Social Media Manager & Brand Strategist
Award: Shorty Award Nominee — Multi-Platform Partnership
Client: Los Angeles Tourism Board
Scope: Social Content Strategy, Creative Direction, Influencer Campaign Management, Cross-Cultural Localization
Platforms: Instagram, YouTube, Daniel Henney’s Social Channels, Yeomi.Travel (South Korea), Editorial

Co-led a viral influencer campaign for LA Tourism starring Korean-American actor Daniel Henney, driving 15M+ impressions.

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.

Brand & Content Strategy

To break through authentically, we grounded the campaign in deep 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 strong credibility and global appeal across both markets.

Collaborated on the concept and creative direction of a webisode-style series framing LA through Henney’s personal lens — showcasing his favorite LA spots and blending aspirational lifestyle with local authenticity, tailored specifically for the South Korean market.

Social & Content Execution

As social brand strategist, I co-led:

Creative direction and concept development for the video series.

A multi-platform rollout across Daniel Henney’s channels, DiscoverLA’s platforms, and Yeomi Travel, a leading South Korean travel media partner — designed to feel native to each audience while maintaining brand consistency.

Community engagement across Korean and U.S. platforms, localizing voice and tone for cultural resonance.

Influencer cross-promotion via @travelholic_insta (750K followers) to amplify reach.

We delivered a scalable, digital-first content campaign that was culturally nuanced, drove virality, and built lasting brand trust.

Recognition & Media Impact

🏆 Nominated for a Shorty Award in the Multi-Platform Partnership category, recognizing our standout storytelling and cross-channel execution.

💬 Garnered 20+ press hits including top outlets like MBC and Grazia, cementing the campaign’s impact across markets.

Campaign Highlights

We captured Daniel Henney exploring iconic LA destinations, bringing the city’s culture and excitement vividly to life through his journey.

Daniel Henney at Universal Studios

Daniel Henney’s Instagram 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”

Daniel Henney at Dodger Stadium

Daniel Henney’s Instagram 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”

The content was shared seamlessly across Daniel Henney’s channels, DiscoverLA’s platforms, and regional partner Yeomi Travel, maximizing reach and cultural impact.