INSIGHT
How LADOR Amplified Its Global Brand Presence With BTS Jimin in Times Square
- 2026.08.11
Introduction
When global beauty brands look to increase international visibility, few advertising destinations rival Times Square in New York City. Recognized as one of the world's most iconic commercial intersections, Times Square attracts millions of visitors each year and serves as a launchpad for campaigns that aim to reach audiences far beyond the streets of Manhattan.
For premium lifestyle and beauty brands, advertising in Times Square is about more than occupying digital screen space. It is an opportunity to place a brand alongside some of the world's most recognizable companies, turning a campaign into a globally shareable visual experience.
From January 30 to February 8, 2026, Korean premium haircare brand LADOR launched a large-format digital out-of-home (DOOH) campaign featuring BTS member Jimin, the brand's global ambassador. The campaign transformed one of Times Square's landmark digital displays into an elegant showcase of the brand's identity while reinforcing its growing international presence. This activation followed LADOR's appointment of Jimin as its global ambassador and supported the rollout of the brand's new global campaign.
Campaign Overview
Brand: LADOR
Global Ambassador: BTS Jimin
Campaign Period: January 30 – February 8, 2026
Location: Times Square, New York, NY
Media Format: Large-Format Digital Billboard
Designed around LADOR's clean and sophisticated visual identity, the campaign featured high-resolution creative highlighting Jimin alongside the brand's signature light blue color palette. Rather than overwhelming viewers with text, the creative emphasized minimal design, premium imagery, and consistent branding.
The result was a campaign that stood out through simplicity—a strategy particularly effective in one of the world's busiest advertising environments.
Why Times Square Continues to Be the World's Most Competitive Advertising Destination
Times Square has long been considered one of the most prestigious outdoor advertising locations in the world.
Every day, the district attracts a diverse audience of commuters, international tourists, shoppers, business travelers, and entertainment enthusiasts. This constant flow of visitors creates an advertising environment where campaigns are exposed to consumers from virtually every region of the globe.
Unlike many traditional advertising locations, Times Square offers two levels of exposure.
The first is physical visibility, generated by the enormous volume of pedestrian and vehicle traffic moving through the district throughout the day.
The second is digital amplification. Thousands of visitors photograph and record Times Square every day, sharing billboard content across platforms such as Instagram, TikTok, YouTube, and other social media channels. This user-generated content extends campaign visibility well beyond New York City and allows brands to reach audiences worldwide without additional media investment.
For global brands, this combination of physical impressions and online sharing makes Times Square one of the most valuable advertising destinations available.
Elevating Brand Perception Through Premium Placement
One of the greatest advantages of Times Square advertising is the environment itself.
Major global brands—including technology companies, luxury fashion houses, automotive manufacturers, entertainment studios, and consumer brands—regularly launch campaigns in the area. Appearing alongside these internationally recognized advertisers naturally enhances a brand's perceived credibility and premium positioning.
For LADOR, the campaign represented more than product promotion.
It reinforced the brand's evolution from a successful Korean haircare company into a beauty brand competing on the global stage.
Featuring BTS Jimin, one of the world's most influential artists, further strengthened this positioning by combining international celebrity influence with one of the world's most recognizable advertising locations.
Creative That Commands Attention
Advertising in Times Square requires a different creative approach than traditional media.
Pedestrians often have only a few seconds to notice a display before moving through the intersection. Successful DOOH campaigns, therefore, prioritize immediate visual recognition over excessive information.
The LADOR campaign embraced these principles through:
* Minimal typography and clean layouts
* High-resolution lifestyle imagery
* Soft color palettes reflecting the brand identity
* Strong visual focus on the ambassador
* Motion content optimized for large-format LED displays
Rather than competing through visual complexity, the campaign relied on elegance and consistency, allowing the creative to remain highly recognizable even among the hundreds of surrounding digital displays.
Why Celebrity Partnerships Strengthen Global DOOH Campaigns
Celebrity ambassadors have become an increasingly important component of international brand marketing.
When combined with premium DOOH media, these partnerships create a powerful balance between brand storytelling, consumer familiarity, and earned media exposure.
In LADOR's campaign, BTS Jimin served not only as a recognizable face, but also as a bridge connecting the brand with global consumers across Asia, North America, Europe, and other international markets. Following his appointment as LADOR's global ambassador, the brand expanded campaigns across multiple countries, reinforcing a unified global identity.
This combination of celebrity influence and iconic media placement helps brands generate attention that extends beyond traditional advertising impressions.
The Growing Role of Times Square in Global Beauty Marketing
The beauty industry has increasingly embraced DOOH advertising as consumers seek immersive brand experiences beyond online channels.
Unlike traditional print advertising, DOOH allows beauty brands to showcase movement, texture, color, and emotion through high-quality digital creative.
Times Square provides an ideal environment for these campaigns by offering:
* Exceptional global visibility
* Premium brand positioning
* Continuous exposure throughout the day
* High engagement through visitor-generated content
* Strong synergy with social media campaigns
For brands launching new products or strengthening international awareness, these advantages make Times Square one of the most effective locations for large-scale brand communication.
A Global Statement for Korean Beauty
As K-beauty continues to expand worldwide, international advertising has become an essential part of building long-term brand recognition.
The LADOR Times Square campaign demonstrates how premium DOOH media can support that growth by combining strategic location, world-class digital displays, and globally recognized talent.
Rather than simply promoting a product, the campaign communicated the brand's ambition to compete on the international stage—placing Korean beauty in front of one of the world's largest and most diverse audiences.
Conclusion
Times Square remains one of the most influential destinations for brands seeking worldwide visibility.
Its combination of iconic status, unmatched pedestrian traffic, and extensive social media amplification creates opportunities that few advertising locations can match.
Through its campaign featuring BTS Jimin, LADOR demonstrated how premium DOOH advertising can elevate brand perception, strengthen global awareness, and transform a digital billboard into a powerful international branding platform.
Introduction
When global beauty brands look to increase international visibility, few advertising destinations rival Times Square in New York City. Recognized as one of the world's most iconic commercial intersections, Times Square attracts millions of visitors each year and serves as a launchpad for campaigns that aim to reach audiences far beyond the streets of Manhattan.
For premium lifestyle and beauty brands, advertising in Times Square is about more than occupying digital screen space. It is an opportunity to place a brand alongside some of the world's most recognizable companies, turning a campaign into a globally shareable visual experience.
From January 30 to February 8, 2026, Korean premium haircare brand LADOR launched a large-format digital out-of-home (DOOH) campaign featuring BTS member Jimin, the brand's global ambassador. The campaign transformed one of Times Square's landmark digital displays into an elegant showcase of the brand's identity while reinforcing its growing international presence. This activation followed LADOR's appointment of Jimin as its global ambassador and supported the rollout of the brand's new global campaign.
Campaign Overview
Brand: LADOR
Global Ambassador: BTS Jimin
Campaign Period: January 30 – February 8, 2026
Location: Times Square, New York, NY
Media Format: Large-Format Digital Billboard
Designed around LADOR's clean and sophisticated visual identity, the campaign featured high-resolution creative highlighting Jimin alongside the brand's signature light blue color palette. Rather than overwhelming viewers with text, the creative emphasized minimal design, premium imagery, and consistent branding.
The result was a campaign that stood out through simplicity—a strategy particularly effective in one of the world's busiest advertising environments.
Why Times Square Continues to Be the World's Most Competitive Advertising Destination
Times Square has long been considered one of the most prestigious outdoor advertising locations in the world.
Every day, the district attracts a diverse audience of commuters, international tourists, shoppers, business travelers, and entertainment enthusiasts. This constant flow of visitors creates an advertising environment where campaigns are exposed to consumers from virtually every region of the globe.
Unlike many traditional advertising locations, Times Square offers two levels of exposure.
The first is physical visibility, generated by the enormous volume of pedestrian and vehicle traffic moving through the district throughout the day.
The second is digital amplification. Thousands of visitors photograph and record Times Square every day, sharing billboard content across platforms such as Instagram, TikTok, YouTube, and other social media channels. This user-generated content extends campaign visibility well beyond New York City and allows brands to reach audiences worldwide without additional media investment.
For global brands, this combination of physical impressions and online sharing makes Times Square one of the most valuable advertising destinations available.
Elevating Brand Perception Through Premium Placement
One of the greatest advantages of Times Square advertising is the environment itself.
Major global brands—including technology companies, luxury fashion houses, automotive manufacturers, entertainment studios, and consumer brands—regularly launch campaigns in the area. Appearing alongside these internationally recognized advertisers naturally enhances a brand's perceived credibility and premium positioning.
For LADOR, the campaign represented more than product promotion.
It reinforced the brand's evolution from a successful Korean haircare company into a beauty brand competing on the global stage.
Featuring BTS Jimin, one of the world's most influential artists, further strengthened this positioning by combining international celebrity influence with one of the world's most recognizable advertising locations.
Creative That Commands Attention
Advertising in Times Square requires a different creative approach than traditional media.
Pedestrians often have only a few seconds to notice a display before moving through the intersection. Successful DOOH campaigns, therefore, prioritize immediate visual recognition over excessive information.
The LADOR campaign embraced these principles through:
* Minimal typography and clean layouts
* High-resolution lifestyle imagery
* Soft color palettes reflecting the brand identity
* Strong visual focus on the ambassador
* Motion content optimized for large-format LED displays
Rather than competing through visual complexity, the campaign relied on elegance and consistency, allowing the creative to remain highly recognizable even among the hundreds of surrounding digital displays.
Why Celebrity Partnerships Strengthen Global DOOH Campaigns
Celebrity ambassadors have become an increasingly important component of international brand marketing.
When combined with premium DOOH media, these partnerships create a powerful balance between brand storytelling, consumer familiarity, and earned media exposure.
In LADOR's campaign, BTS Jimin served not only as a recognizable face, but also as a bridge connecting the brand with global consumers across Asia, North America, Europe, and other international markets. Following his appointment as LADOR's global ambassador, the brand expanded campaigns across multiple countries, reinforcing a unified global identity.
This combination of celebrity influence and iconic media placement helps brands generate attention that extends beyond traditional advertising impressions.
The Growing Role of Times Square in Global Beauty Marketing
The beauty industry has increasingly embraced DOOH advertising as consumers seek immersive brand experiences beyond online channels.
Unlike traditional print advertising, DOOH allows beauty brands to showcase movement, texture, color, and emotion through high-quality digital creative.
Times Square provides an ideal environment for these campaigns by offering:
* Exceptional global visibility
* Premium brand positioning
* Continuous exposure throughout the day
* High engagement through visitor-generated content
* Strong synergy with social media campaigns
For brands launching new products or strengthening international awareness, these advantages make Times Square one of the most effective locations for large-scale brand communication.
A Global Statement for Korean Beauty
As K-beauty continues to expand worldwide, international advertising has become an essential part of building long-term brand recognition.
The LADOR Times Square campaign demonstrates how premium DOOH media can support that growth by combining strategic location, world-class digital displays, and globally recognized talent.
Rather than simply promoting a product, the campaign communicated the brand's ambition to compete on the international stage—placing Korean beauty in front of one of the world's largest and most diverse audiences.
Conclusion
Times Square remains one of the most influential destinations for brands seeking worldwide visibility.
Its combination of iconic status, unmatched pedestrian traffic, and extensive social media amplification creates opportunities that few advertising locations can match.
Through its campaign featuring BTS Jimin, LADOR demonstrated how premium DOOH advertising can elevate brand perception, strengthen global awareness, and transform a digital billboard into a powerful international branding platform.