NCT DREAM -
3rd Album ‘ISTJ’
SM Entertainment, Seoul, Korea
TEAM Global Partnerships Team, Music Business Center
YEAR July 2023
ALBUM LINK
NCT DREAM SOCIALS TikTok | Instagram | YouTube
Background
NCT DREAM’s ISTJ album draws inspiration from the MBTI personality framework, with the title track channeling the traits of the “ISTJ” type—logical, dependable, and structured. Departing from their usual bright and playful concept, the group embraced a more mature, polished image. The album showcases their growth both musically and conceptually, connecting with fans through refined visuals and confident performances.
Digital Promotion & Content Production
For the album promotion targeting the US/global audience, I managed communications for digital marketing projects between the US label and internal teams, coordinating creative assets between teams and handling social media marketing campaigns and digital activations (OOH and the development and launch of a TikTok filter to amplify engagement for the title track).
NCT DREAMNCT DREAMOOHOOHcampaign schedule poster‘ISTJ’ music video ISTJ personality tiktok filter at launchvideos of members using the filter
‘NCT DREAM ISTJ Personality’ TikTok Filter
As part of the digital campaign, we launched a custom TikTok filter that matched users to one of the seven members based on their self-described traits, using the album’s distinct visual theme. The filter encouraged fan participation and boosted engagement by letting users see which member they’d be paired with through a playful, concept-driven experience.
Results
- 2M+ views within the first 48 hours
- 3M+ views per video within the first 3 months
- 13K+ creations within the first 3 months
Tools
TikTok Effect House (link to the filter)