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Owned Media · Content2023
Everything About Housewarming — Original Series
A long-form original series that thoroughly dissects online housewarmings — Ohouse's largest content asset. Structured like a major feature story from my journalism days, weaving together data analysis, expert interviews, and user cases into a 4-part series plus 2 appendices. It went beyond simple interior content to illuminate Koreans' attitudes toward housing and the evolution of spatial culture in a social context.
Challenge
Nobody could properly explain why housewarming content drew 1.3 million monthly visitors. "People love it" wasn't enough. What was needed was original content that deeply understood the platform's core asset and conveyed its meaning to readers.
Approach
1
Analyzed 9,000+ housewarming data points; built social context through expert interviews including Prof. Chae Hye-jin of Konkuk University2
Discovered and reported on real user cases — from nurse to photo studio founder, from ordinary housewarming writer to published author3
Designed reader experiences beyond text by leveraging web features such as before-and-after comparisons and interactive slides4
4-part series + 2 appendices, serialized weekly for 4 weeks (September 4–25, 2023)Work
Outcome
✓
9,000+ housewarmings — if you visited every weekend it would take 173 years; 1.3 million+ monthly visitors — conveyed platform scale through story✓
First to illuminate the cultural backdrop of the domestic home interior market growing from KRW 28 trillion (2016) to KRW 60 trillion (2022)✓
Demonstrated within the newsroom that corporate content can carry journalism-level social analysisTags
OriginalSeriesLongFormContentDataJournalismStorytellingCommunity