Sandbox Network, YouTube Entertainment 'Yubunyeohoe' Gains Popularity.. "Success of Story-Centric Content"

Sandbox Network recently announced on the 21st that it successfully completed the release of all 8 episodes of the digital entertainment BDC ‘Yubunyeohoe’ on the official YouTube channel of Roborock Korea, through a collaboration with the global smart appliance brand Roborock. 
This project is being noted as an example where Sandbox led the entire process from planning, production, casting, to operation, proving its strength as a digital partner that translates brand messages into content.
‘Yubunyeohoe’ is the first original content on Roborock's official YouTube channel, a talk show that deals with honest stories and humorous episodes of married life. Comedian Hong Hyun-hee and creator Harry Potter (Yun Gyu-sang) hosted the show, highlighting various married lifestyles such as marriage, childbirth, parenting, and divorce, drawing wide empathy from viewers. Popular guests like Kwon Ddoddoddo, Lallal, Song Ha-bin, and Park Se-mi appeared in each episode, simultaneously securing content engagement and a friendly rapport.
This content recorded approximately 56 million views for shorts and about 5.8 million views for the main episodes, achieving an exceptional performance as brand content. In particular, more than 14 shorts-focused content exceeded 1 million views, with a single short surpassing 6.2 million views, demonstrating strong engagement in short-form media.
This project is noteworthy for successfully integrating entertainment grammar into brand content, securing both viewer engagement and brand message delivery. While existing BDCs focused on functional messages, ‘Yubunyeohoe’ strengthened emotional connections with viewers through a story and character-centric composition. The approach of embedding the brand philosophy of 'solving life's inconveniences' into relatable everyday conversations, rather than direct product exposure, proved effective.
Thus, ‘Yubunyeohoe’ has established itself as an effective example of brand content strategy, as storytelling-centered content that organically connects brand philosophy and viewer sentiment, not just a simple promotional video. Sandbox continues to refine its content strategy by leveraging its creator-centric content production experience and YouTube operation know-how to intricately connect consumer preferences and brand messages.
The Sandbox Studio, which directed ‘Yubunyeohoe’, stated, “It is a planning based on Sandbox's core value of providing a content experience that satisfies advertisers, viewers, and participants (creators),” adding, “We strived to create a structure that allows immersion in the content itself, moving away from traditional one-way BDC to ‘story-centric’ content.”

solidkjy@fnnews.com Koo Ja-yun Reporter