SITUATION

The Netflix original series “The East Palace” is a mystery historical drama that moves between the human world and the realm of the spirits (gwi), uncovering secrets surrounding the royal family. The show’s distinctive worldview earned strong acclaim from global viewers, and in particular, Ggeomeoksali, the endearing gwi-mae (spirit companion) who follows the protagonist, became a fan-favorite character. Following the series’ release, we aimed to spread digital content capturing Ggeomeoksali’s innocent and lovable charm both domestically and internationally. The goal was to strengthen existing viewers’ affection and drive organic, voluntary viral sharing, while also expanding interest and reach among new viewers who had not yet watched the show.

SOLUTION

Building on the whimsical and delightful premise that Ggeomeoksali is living among us today, the campaign naturally connected the Joseon-era world of the series with everyday life in modern Seoul. Ggeomeoksali was depicted roaming across the city, including on the subway, at a rice cake shop, and through downtown alleyways. The content also portrayed Ggeomeoksali’s longing for the protagonist, Gu-cheon, and their eventual reunion, drawing viewers into an emotional connection with the character. By presenting Ggeomeoksali as a character that exists in the real world, the campaign focused on expanding the world of The East Palace in a more approachable way, naturally amplifying curiosity about and affection for the show.

RESULTS

Within two weeks of release, the campaign surpassed 3.38 million cumulative views and 3,042 cumulative comments, earning strong engagement from both domestic and global audiences.