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    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 DREAM
    NCT DREAM
    OOH
    OOH
    campaign schedule poster
    ‘ISTJ’ music video 
    ISTJ personality tiktok filter at launch
    videos 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)

       
      © ASHLEY J. KIM 2025