IPX (LINE FRIENDS)
PM Internship Project
From Insights to Impact
Applying Product Thinking to Content Strategy at LINE FRIENDS
Impact at a glance
Insights into impact.
Performance Growth
+40%
Average Engagements
Jul–Aug 2026 vs. Jun 2026 · BT21 Instagram
Campaign Impact
57.6K
Reposts
Jul 14, 2026 · BT21 Instagram Reel
Business Impact
+15%
Merchandise Sales
Campaign-period sales vs. prior comparable period
Overview
What was my impact?
The Challenge
How can fan insights drive smarter content decisions?
What this project proves
Data-Driven Thinking
Decoded fan behavior through data and feedback.
Strategic Decision-Making
Turned insights into actionable campaign strategies.
Business Impact
Drove engagement growth and supported merchandise sales.
User & Market Insights
I understand users and markets.
I connected behavioral data, search trends, and fan feedback to uncover what drives engagement.
Google Analytics
What drives action?
Identified peak shopping interest during product launches through store-link click data.
Google Trends
When does interest peak?
Identified peak fan interest around BTS events to inform campaign timing.
Social Performance
What sparks engagement?
Pairings like MANG & SHOOKY ranked 5th in reach but 2nd in comments: character chemistry sparks conversation.
Key Insight
High reach doesn't always mean high engagement. Fan behavior revealed the value of character chemistry and timely content.
Strategic Decisions
I turn insights into decisions.
I translated audience insights into campaign proposals, collaborating with the design team to bring them to life.
Strategic Planning — From Plan to Post
From Insights to Execution
Developed 8 data-informed content concepts, collaborating with designers to bring them to life.
PLANAug 4 (Tue)#SandyBeachTan
Translated BT21 personalities into playful summer scenes inspired by fan interests.
Reference images
Published · “Sandy summer fun!”
Result9,934 reposts · 880 comments
PLANAug 6 (Thu)#IceCream
Reimagined BT21 characters as personalized ice cream designs, blending character traits with seasonal trends.
Reference images
Published · “Hehe, pretty similar, right?”
Result8,939 reposts · 727 comments
Cross-Functional Collaboration — Case Example
From Sketch to Publication
Improving Character Clarity Through Cross-Functional Collaboration
I worked with the design team to refine BT21's ice cream-themed SNS content, identifying character details that could be misinterpreted across global audiences. Through feedback and revisions, we helped preserve BT21's distinct character identities while keeping the playful summer concept.
01
Initial Sketch
02
Creative Feedback
Shin so ye
Shin so ye
Sharing the ice cream content sketch we're working on.
Shin so ye
For the ice cream, we're going to ask them to add a flavor the members actually like (Oreo) and make it a bit more colorful.
Please let me know if you see anything that could be an issue.
Evelyn
Got it, Soye! It's so cute.. 🐻
Is the ice cream content meant to symbolize the BTS members' signature emojis? Or is it meant to symbolize BT21?! It could be read both ways, so I wanted to check the intent..! If it's BT21 shown as animals, I wanted to flag that animals can mean different things in different countries..! (The content guide also says characters shouldn't be shown as specific animals, like dogs or rabbits.)
Shin so ye
Sharing the BT ice cream content I'm working on!
If you have any more feedback after taking a look, let me know~
Evelyn
Soye!! Thanks for sharing! 🐻
I couldn't catch it in the sketch, but the ice cream details are much clearer in the colored version, so here's something I just noticed..! SHOOKY's ice cream looks too much like a cat (an animal). Could you possibly remove just the whiskers?! Everything else is super cute, no issues! 🐻
Shin so ye
Sure, I'll check that part and revise it.
03
Final Post
8,939 reposts · 727 comments
Impact & Outcomes
I drive measurable impact.
Data-Informed Content Planning
Jul 7 · Rain Post
12.4K
reposts · 303 comments
Data-Informed Content Planning
Jul 14 · Nighttime Reel
57.6K
reposts · 1,312 comments
Words From My Team
Trusted by cross-functional partners.
Perspectives from my teammates on my analytical thinking, problem-solving, and cross-functional collaboration.
Hyun Ji Park
Team Lead, Artist IP Biz 1
IPX (LINE FRIENDS)
Throughout her internship, Sumin demonstrated strong analytical thinking and initiative. She went beyond analyzing performance metrics to understand fan behavior, identify emerging trends, and translate findings into actionable campaign strategies.
Her ability to connect audience insights with business objectives helped the team make more informed decisions and improve content performance.
Soo Jeong Park
Team Member, Artist IP Biz 1
IPX (LINE FRIENDS)
Sumin consistently demonstrated thoughtful design judgment and attention to detail while collaborating across teams. She proactively identified potential issues in character representation and provided clear, constructive feedback that helped refine our creative work.
Her ability to consider how global audiences interpret visual details, while maintaining brand consistency, made her a valuable collaborator throughout the creative process.
What I Learned
How this shapes me as a PM.
01 / Product Strategy
Start with the user problem
I learned to identify audience needs and opportunities before defining a strategy.
02 / Data-Driven Decisions
Let evidence guide decisions
Combining behavioral data and fan feedback taught me to prioritize ideas and measure their impact.
03 / Cross-Functional Collaboration
Align teams around a shared goal
Working with designers taught me to communicate feedback, balance perspectives, and turn strategies into execution.
“I learned that great product decisions start with understanding users, are guided by data, and succeed through collaboration.”
- Research
- Insight
- Decision
- Impact