Carrot, Korea's leading local living community, is running the 'Neighbor of the Year' campaign, which will provide personalized content based on users' activity data throughout 2024. 'Neighbor of the Year' has been held annually since 2017, and analyzes user activity data to assign each individual a special nickname.
The 2024 campaign is structured as a mystery drama featuring Carrot's official characters Carrot, Button, and Henri. The story unfolds as the three characters track the records left by users and find the protagonist of the year who has brought glory to the neighborhood. Based on the data analysis results, 21 personalized nicknames such as 'Moim Yard Bal', 'Dream Car Collector', and 'Part-time Job Tongs' are given to each user.
In addition to personalized nicknames, the campaign provides content that allows users to see at a glance the records they have left on Carrot over the past year. It includes various data such as 'First purchase this year', 'Number of times you have written a review of a local store', and 'Most frequently attended gatherings'. Users can check this content on the Carrot app until December 31.
Hong Cha-min, the head of the Carrot Market branding team, said, “Through this campaign, we hope that users will look back on the records they have accumulated in their neighborhoods, share memories with their neighbors, and have a happy year-end.” He added, “We will continue to do our best so that users can enjoy a more enriching neighborhood life.”
