Digital entertainment corporation Sandbox Network (co-CEOs Lee Pil-seong and Cha Byeong-gon) is showcasing a new effective use case of brand content through the production of YouTube-based Branded Content (BDC).
Sandbox Network (hereinafter referred to as Sandbox) has recently collaborated with the global smart home appliance brand Roborock to successfully conclude the release of all 8 episodes of the digital entertainment BDC 'Wives' Club' on the official Roborock Korea YouTube channel. This project demonstrates Sandbox's strengths as a digital partner that leads all processes from planning and production to casting and operation, proving its capability in conveying brand messages through content.
'Wives' Club' is the first original content on the Roborock official YouTube channel, featuring genuine stories and delightful episodes about married life in a talk-show format. Comedians Hong Hyun-hee and creator Harry Potter (Yoon Kyu-sang) serve as hosts, highlighting various married lifestyles such as marriage, childbirth, parenting, and divorce, drawing broad empathy from viewers. Guests with high popular interest, including Kwon Tto-tto, Lalal, Song Ha-bin, and Park Se-mi, appeared in each episode, enhancing the content's immersion and creating a friendly connection.
This content recorded approximately 56 million views for shorts and around 5.8 million views for the main episodes, achieving remarkable results for brand content. In particular, more than 14 shorts focusing on highlights achieved over 1 million views, with one single short surpassing 6.2 million views, demonstrating strong engagement in short-form media.
This project is notable for successfully integrating entertainment grammar into brand content, securing both viewer engagement and effective delivery of brand messages. While existing BDCs were primarily focused on functional messaging, 'Wives' Club' strengthened emotional connections with viewers through a story and character-driven structure. This approach, which blends the brand philosophy of 'solving life's inconveniences' into relatable everyday conversations rather than direct product placements, proved effective.
Thus, 'Wives' Club' has established itself as effective case study for brand content strategy, not merely as a promotional video but as content that organically links brand philosophy and viewer emotions through storytelling. Korea's leading multi-channel network (MCN) Sandbox is continuously developing content strategies that finely connect consumer preferences and brand messages, based on its experience in creator-centric content production and YouTube operation.
The Sandbox Studio, which directed 'Wives' Club', noted that it was a planning based on the core values of Sandbox, which seeks to provide a content experience that satisfies advertisers, viewers, and participants (creators). They stated, 'We have worked to create a structure that allows for immersion in the content itself, moving away from the existing one-way BDC to a story-centered approach.'
[Photo] Provided by Sandbox Network
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