PORTFOLIO > Lifecycle Marketing

Lapsed Winback Series

Examples of creatives from Lapsed Winback series, targeting former subscribers and get them to resubscribe and/or watch content with ads. A new series built to better speak to "lapsed" winback users as opposed to "active" winback users who are unsubscribed, but still watching ad-based content.Highlights:
- Includes email, in-app & in-browser pop up messages, and push notifications – Which channel and what types of messages received on users' journey through this series depends on last activity on app, email engagement, and interactions with previous messages
- Utilizes users' past show preferences: Displays select genres, or shows from certain countries, based on past watch behavior
- Displays dynamic content powered by APIs, to show premium shows based on availability and popularity in users' country; show information and synopses are populated directly from the website
- Incorporates dynamic content to display app availability based on users' region

Examples by Channel

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PORTFOLIO > Lifecycle Marketing > Lapsed Winback

Lapsed Winback Series - In-App Messaging

PORTFOLIO > Lifecycle Marketing > Lapsed Winback

Lapsed Winback Series - Push

PORTFOLIO > Lifecycle Marketing > Lapsed Winback

Lapsed Winback Series - Emails

PORTFOLIO > Lifecycle Marketing

Trial Series

Examples of creatives from Trial Series, which highlights subscription benefits, provides guidance to users, and recommends shows.Highlights:
- Includes email, in-app & in-browser pop up messages, and push notifications
- Segmentation based on which subscription plan user signed up for and displays relevant benefits and types of shows available
- Displays dynamic content powered by APIs, to show premium shows based on availability and popularity in users' country; show information and synopses are populated directly from the website
- Incorporates dynamic content to display app availability based on users' regionResults:
- Launched 2022, with continued testing and optimization through 2024
- Continues to drive additional lift in monthly purchases since launch
- a/b tested number of titles displayed in email, showing +34% lift in CTO when 6 titles displayed (vs. 8)

PORTFOLIO > Lifecycle Marketing

Abandon Series

Examples of creatives from Abandon Browse series, which targets users who viewed subscription plans, but abandoned before checkout page. This was built to differentiate from the already existing Abandon Checkout series, with the understanding that a user who looked at plans vs. one who made it all the way to the checkout page, have different levels of intention, and thus needed to be spoken to differently. This series also served to highlight the difference in benefits between plans, based on user feedback from interviews.Highlights:
- Includes email, in-app & in-browser pop up messages, and push notifications sent to users based on their app activity
- Displays dynamic content powered by APIs, to show premium shows based on availability and popularity in users' country; show information and synopses are populated directly from the website
- Incorporates liquid logic country codes to display available plan features that are dependent on users' regionResults:
- Launched 2023, with continued testing and optimization through 2024
- Drove a +30% lift in purchases (2024)

PORTFOLIO > SEASONAL CAMPAIGNS

Choose Your Ultimate Summer Playlist

A summer engagement campaign – a twist on a summer throwback playlist theme to promote timeless, iconic TV dramas and remind users of the extensive show catalog. Originally a social media-focused campaign, I took this theme and expanded and tailored it for CRM channels to create an engaging, multi-channel campaign.Highlights:
- In-app & in-browser pop up message to engage users in a quiz-like style
- Assignment of custom attributes to user profiles based on playlist selection
- Triggered email send based on the custom attribution assignment, of 1 of 4 themed email templates
- Incorporated users' name and their selected playlist name in email subject line to show effectiveness of personalizationResults:
- 31% email open rate
- 76% trial conversion from email opens
- Drove 64% of playlist "collection" follows on the website during the summer campaign period
- Implemented into lifecycle series

PORTFOLIO > SEASONAL CAMPAIGNS

Discover the Magic of "Lovely Runner" – The Best K-drama of 2024!

Campaign to promote the most-watched Korean TV show drama of 2024 to users who had not yet watched, after the show had finished airing.Highlights:
- First iteration of this long email format, introducing user to the show's plot, cast, and just what makes this show charming – highlighting beyond the website's synopsis page
- Integrated social media posts that performed well, such as key scenes and character chartResults:
- Drove small number of trials, most effective in driving engagement and watch time from users who may have been otherwise inactive in the last 3 years
- Created templatized version of this email to highlight new shows, which has since been incorporated elsewhere in ad-hoc campaigns

PORTFOLIO > WRITING

Green Tea Spotlight: Why We Love Gyokuro

Among all the varieties of Japanese green tea, gyokuro tea leaves fall at the very top. Gyokuro goes through a very special process which produces a sweeter flavor and a gorgeous green color fitting for its name, which literally means “jade dew” (玉露). See just why gyokuro is crowned as the best in class among Japanese green teas, and why it’s one of our favorites!

The Green Tea Tiers

Green tea in general, or ryokucha (緑茶), is the most common type of tea in Japan. Within this category of tea, there are numerous grades of teas, and variations in between! Let’s take a quick look at three common green tea options:1. Gyokuro – This is the finest quality green tea due to the extra care that goes into its processing and earlier harvesting. Its leaves are protected from sunlight, which gives it its distinct flavor.2. Sencha – Next in the lineup, sencha is also harvested early in the season. This is the green tea that is most widely consumed across Japan. These tea leaves are grown under full sunlight. Teas that fall under this category include houjicha, a type of roasted green tea, and genmaicha, which consists of sencha tea leaves with toasted rice.3. Bancha – This lower grade tea is harvested later in the season, after sencha. Easy to brew, with a more woodsy flavor and lower caffeine content, bancha is also widely drank as a daily tea for regular consumption.

How Gyokuro is Different

So what makes Gyokuro tea stand out? Well, first off, it’s that these leaves stay out of the sun. Gyokuro tea leaves are shaded with woven straw or bamboo nets twenty days before they are harvested in the early spring. This slows down photosynthesis, which darkens the leaves and gives gyokuro its sweeter, smoother flavor. Next, gyokuro leaves are picked first in the spring harvest season, steamed, rolled into thin spindle-like pieces, and dried. After all this, the leaves are sorted and packaged into different grades, with the finest and thinnest rolled gyokuro leaves considered the cream of the crop.

Top 5 Reasons We Love Gyokuro

1. Flavor – With all this tender, loving care, gyokuro leaves produce a tea with a multi-faceted flavor that is easy to drink. Gyokuro tea’s flavor can be described as refreshing, grassy, and sweet with less of the bitterness compared to sencha.2. Gorgeous Green Color – Gyokuro tea’s vivid green color really lives up to its name! We recommend enjoying it in a white or light colored cup to enjoy its vibrancy to the max.3. Low Astringency – You know when you drink certain teas, there is that “drying” sensation on your tongue? That feeling is astringency, which is caused by tannins in the tea. For example, you may notice that black teas generally have a higher astringency than green or white teas. We talked about how shading causes gyokuro leaves to be tea sweeter. Another effect is that it also reduces tannins. This creates a smooth mouth-feel that makes gyokuro tea agreeable to almost any palate.4. Multiple Steeps – With this higher grade tea, of course you’ll want to savor and enjoy it fully! Because of gyokuro’s delicate leaves, it’s recommended to brew with water at a lower temperature, and to let the leaves steep a little longer. Steep the tea a few more times after to experience this tea’s complex flavor profile.5. Pairs Well – The smooth flavor of gyokuro means it goes well with different foods, whether savory or sweet. Enjoy it with your dinner, pair it with Japanese snacks and sweets, or simply relax with a steaming hot cup after a long day.For a morning pick me up or to calm your mind, a hot cup of gyokuro tea will bring you the serenity you need. But don’t stop there, discover the many kinds of Japanese teas that are available! There’s a tea for every mood and palate!

Blog/listicle written as a ghostwriter for Bokksu, a Japanese snack box subscription service, and included links to green tea listings and related snack pairings.

PORTFOLIO > WRITING

Movie: Exhuma Email Campaign

New movie release campaign. All copy written by me, with creative look & feel worked on collaboratively with graphic design team. Campaign build, coding, QA, and launch by me.

PORTFOLIO > WRITING

Anime & Chill: Japanese Snacks to Pair with your Favorite Series

Anime has introduced people to Japanese culture and food, and if you ask any fan, they can easily name foods they hadn’t seen before until it appeared in their favorite show. For some people it may be ramen in Naruto, rice balls in Pokémon, or katsudon in Yuri!!! on Ice.With some exciting anime starting (or returning) in the fall and winter season, we’ve put together a lineup of Japanese snacks to go with your binge watching!

Fruits Basket, Rice Balls, and Rice Crackers

Fruits Basket is a nostalgic series for countless anime fans who watched the first adaptation back in 2001. The new adaptation is currently airing and has brought together old and new fans alike. For many people, this beloved shoujo series was their first introduction to onigiri rice balls with umeboshi pickled plum. Though translated as “rice ball,” the iconic onigiri shape is triangular. That image is perfectly captured in these onigiri-shaped rice crackers, making them the perfect companion for this series.Senbei rice crackers are a classic Japanese snack and are prominent in the series as well. In Fruits Basket, protagonist Honda Tohru is adopted into the Souma household. The Soumas have a large, extensive family, and naturally, they are curious to meet her and often pop in unexpectedly to visit. Japanese households are always ready for guests with snacks, and senbei is a popular choice due to their affordability, flavor, and variety. Tohru and company are often seen happily chatting over senbei and hot cups of tea. This simple, satisfyingly crunchy snack comes in savory flavors such as soy sauce, seaweed, and shrimp.Curious to try Japanese green teas, or looking for a good one to serve your own guests? Sencha, a type of Japanese green tea, is an excellent choice for its fresh flavor that pairs well with almost any food. In fact, sencha comprises about 80% of all green tea produced in Japan! Sencha is considered a middle-grade green tea and its flavor profile is known for its lighter astringency versus other green teas, making it not too bitter and favorable to most palates. Sencha from Kagoshima, located in southern Japan, has a stronger profile due to the warmer climate and earlier tea harvesting season.

My Hero Academia and Your Favorite Hero’s Snacks

Jump back into action with My Hero Academia season four coming this fall, and fight off the munchies with your favorite characters’ snacks! A really neat thing about anime is that creators often create detailed profiles for their characters, including their favorite foods.For instance, pro superhero Gran Torino loves taiyaki, a fish-shaped cake with a sweet filling. Traditionally, taiyaki is filled with red bean paste, though other fillings like flavored creams are popular too. Last season, Gran Torino took protagonist Midoriya Izuku under his wing, and taiyaki surprisingly played a large role in his training! And not just because Gran Torino was adamant about having a full stock of the snack — Even sending Midoriya to the store to buy more after some were destroyed after a training session!Midoriya himself, meanwhile, loves katsudon, which features slices of breaded pork cutlet served over rice. This hearty meal is covered in tonkatsu sauce, which is made of soy sauce, vinegar, tomatoes, apples, onions, and other fruits and vegetables. Midoriya works hard to achieve his dream of becoming a hero, and katsudon feels like a fitting food due to an interesting play on words. The “katsu” (カツ) in “katsudon” sounds just like the word for “win” (katsu, 勝つ). Thus, it’s a dish that Japanese people like to eat before exams or competitions.Tonkatsu sauce isn’t limited to katsudon and is served with many other fried Japanese foods such as okonomiyaki. The rich, flavorful sauce has sometimes been described as Worchestire sauce or even Japanese barbecue sauce as the closest equivalents, though we don’t think that quite matches up! It truly is a unique flavor experience on its own. Get a taste of tonkatsu sauce with Dondon Yaki, a rice cracker snack bursting with tonkatsu sauce flavor to test it out yourself!

Sports Anime and Ramune Soda Candies

From swimming to ice skating, basketball to baseball — Is there any sport that hasn’t had an anime adaptation? 2019 is an exciting year for sports anime fans with the third season of baseball anime Diamond no Ace, as well as the arrival of a new OVA for the volleyball anime Haikyuu!! in December (followed by the fourth season in January).Anime focused on high school sports clubs means kids training for nationals, and naturally, they get very hungry — and very often! In Haikyuu!!, the Karasuno volleyball team members are often seen trekking over to the local shop for snacks to fill their bellies. One recurring food item we see is the fictional GunGun Bar, which is most likely a reference to Japan’s best-selling popsicle, GariGari-kun. The icy treat is most coveted by teammate Nishinoya Yuu, who especially loves the soda flavor.When snacks and candies in Japan are labeled as “soda” flavor, it is most likely meant to taste like ramune, the carbonated soft drink in a glass bottle. This is in comparison to more specific flavor labels like “cola” which equate to a Coca Cola taste, or more specific flavors like “grape soda." Sports anime matches can get heated, so keep your cool and your energy going with ramune-flavored candies to cheer them on all the way to nationals!

Food Wars and Finger Foods

Shokugeki no Souma a.k.a. Food Wars is serving up its fourth season this fall and fans are eager to see what mouth-watering dishes are animated next! Protagonist Yukihira Soma grew up in a family-owned diner, but consistently stands toe-to-toe with his professionally trained classmates at an elite cooking school. Every cooking showdown leaves viewers on-edge (and hungry) as Yukihira creates exciting dishes that incorporate what are viewed as “commoner” ingredients.

One iconic dish early on in the show is Yukihira’s grilled squid in peanut butter sauce. For many, squid may not be something you’re used to eating, but in fact, dried squid is a pretty common snack in Japan! Dried squid is typically shredded into thin strips for easy eating, then processed with sugar and salt to give it an interesting salty yet sweet flavor profile.

Dried squid is a part of otsumami food culture in Japan, a.k.a. “grab and go” finger foods. Otsumami also include bite-sized rice cracker snacks or arare. In fact, Yukihira incorporates one of the most popular forms of arare in one cooking challenge — using crushed up Kaki no Tane (small crescent-shaped pieces of senbei and peanuts) to add an extra crunch to his fried fish dish. This meal sent shockwaves to the other contestants, since Kaki no Tane is looked down on as a cheap snack at bars.It’s hard to watch Food Wars because of all the mouth-watering food, but you can keep your hunger at bay with plenty of dried mochi rice snacks!

Chihayafuru and Fall Snacks to Keep you Full

It’s been six years since Chihayafuru season two ended in 2013, and the wait is finally over with season three returning this fall! Chihayafuru follows Chihaya Ayase and her love for competitive karuta, a traditional Japanese card game based on ancient poetry. Karuta cards feature snippets of classic poetry, which can usually be categorized into one of the four seasons. There are cards that touch on blossoming romance in spring, or allude to the sorrows of love lost with fallen autumn leaves.When spring arrives in Japan and the cherry blossoms bloom, people flock together to picnic under the trees for flower viewing hanami parties, where they enjoy the views over plenty of good food. There are certain snacks associated with spring and commonly seen at these viewings, such as sakura-themed candies and green and pink-colored dango rice balls.Enjoy Chihayafuru and keep your stomach full with season-appropriate snacks such as autumn leaf-shaped rice crackers. Once the leaves start falling in Japan, chestnuts or kuri come into season and are seen in everything from cakes to mochi fillings. A popular food item in fall is the traditional confection, chestnut manjuu, a sweet flour bun filled with bean paste and chestnut chunks.Food is a wonderful way to learn about a culture completely different than yours, and it is no surprise that it’s a huge reason a lot of people want to visit Japan. Do you have any Japanese snacks that you discovered through anime?

Blog piece written as a ghostwriter for Bokksu, a Japanese snack box subscription service, and included links to existing catalog items and new seasonal product releases.
Photos were sourced from Shutterstock and provided to client, or repurposed from existing product photos.