Naver kicked off a 12-week creator-led marketing campaign on July 20, called "Blogger Discovery Project: I Have a Blog," spotlighting a mix of celebrities and category-leading bloggers to reignite its long-running blog platform.
Each week for 12 weeks, Naver features one blogger in a relay format. The campaign opened with rapper Nucksal, who maintains roughly 63,000 blog neighbors and shares personal moments distinct from his public stage persona. The series structure is deliberate: rather than a single push, a 12-week relay extends the campaign's shelf life and gives users a reason to return week after week.
Naver layered specific participation mechanics onto the spotlight. Users can guess which figure will appear next, and — more importantly — those who add the featured blogger as a "neighbor" and share their posts are entered into a raffle for Naver Pay points, running through October 11.
This is a textbook example of a creator-led marketing campaign: lead with a familiar face to lower the cost of initial attention, then use a serialized format to sustain repeat exposure over months. The "guess who's next" mechanic adds light gamification that keeps anticipation alive between episodes.
What's most instructive is that the reward is tied not to passive viewing but to relationship-building actions — adding a neighbor, sharing a post. That converts one-time traffic into a durable subscriber base and organic virality, rather than a short-lived spike. Any brand running a creator ecosystem should study this pattern: reward the actions that compound (follows, shares, subscriptions), not just impressions.
To design a creator-led campaign for your brand, explore Best Partner's services or get in touch.
It's a 12-week creator-led marketing campaign launched July 20 that spotlights one celebrity or category-leading blogger per week, starting with rapper Nucksal, to re-energize Naver's blog platform.
Users can guess the next featured blogger, and those who add the spotlighted blogger as a neighbor and share their content are entered into a raffle for Naver Pay points through October 11.
Spreading the spotlight across 12 weekly episodes extends the campaign's shelf life, encourages repeat visits, and — combined with a guessing-game mechanic — keeps anticipation alive between installments.
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