YOUTUBE SHOPPING
SEVENTEEN'S SHOPPABLE MV
See it, love it, and shop… all from the same video.
Ever watched a YouTube video, spotted a killer outfit, and thought, “Where can I buy that?”
I have. (V’s Nike Dunks in a RunBTS episode.)
My next thought: What if I could click the video and buy it on the spot?
That’s where the idea of shoppable videos came from.
At the time, YouTube Shopping was just two years old, with low awareness — especially in Korea, a market buzzing with “shoppertainment” on TikTok and Instagram. We needed to make YouTube Shopping top-of-mind by turning YouTube’s strength—content and creator influence—into a seamless shopping journey.
And what’s one of the biggest global influence of all time?
K-pop.
As fans ourselves, we knew fandoms would love to jump at the chance to own something exclusive from their idols.
We partnered with HYBE to launch the first-ever SEVENTEEN shoppable music video for the band’s latest comeback. Carats (name of the fanbase) could stream the MV and click directly to buy a YouTube-exclusive album—complete with never-before-seen photocards.
By integrating YouTube Shopping into the MV itself, we created an unprecedented fan-to-purchase experience that drove engagement and sales like never before.
And we pulled it off—in just 3 weeks. To great results.
My role:
Creative Team Lead, Creative Direction, Strategy, Cultural Insight & Trendscouting, Brand Positioning Support, Creative Brief Writing, Concept Development, Copywriting, Tone of Voice development, Transcreation/Localization, Storytelling & Narrative Design, Talent Direction, Voiceover Direction, Client Presentation/Pitching, Team Mentorship, Cross-Functional Collaboration, Agency Liaison, Project Development