Social Media Campaigns: Phase 1
I led the social-first campaign to launch Yuzu, a new Match app created for the Asian Gen Z community. Phase 1 leaned into a text-only approach inspired by Match’s top-performing ads, using bold colors, branded typography, and playful emojis to speak directly to the audience. The goal was to keep the brand rooted in what makes Yuzu special—fun, culturally relevant, and a welcoming space where Asian Gen Z users feel seen.
I grounded the creative in cultural research, collaborating with copywriters and marketing to craft 20+ authentic, community-driven headlines. Leveraging AI tools like Midjourney and ChatGPT, I explored copy, concepts, and visual directions before producing a dynamic suite of paid and organic assets aligned with Yuzu’s fresh color palette and type system.
Social Media Campaigns: Phase 2
Phase 2 built on the momentum by bringing in the app UI and real, relatable user imagery. I pulled forward key features, especially the dating ↔ social toggle, so people could instantly understand how Yuzu works. From there, I leaned into bold color and authentic portraits to give the brand more personality and keep that fun, community first energy at the center. The result was a more expressive visual system that felt true to Yuzu and strengthened recognition across social.
Motion Graphics for Social
I created a series of fun, engaging videos for Yuzu across TikTok, Instagram, and Facebook, each designed to reinforce the app’s social-first brand identity. For TikTok, I leaned into trending formats like the “photo dump” style, pairing them with authentic lifestyle imagery and motion graphics to capture Gen Z’s attention. On Instagram, I tailored content with fast-paced edits, and trending audio, while keeping the feed polished and visually cohesive. By weaving together cultural trends, platform-specific behaviors, and dynamic visuals, I helped Yuzu establish a strong, authentic presence that resonated with its target community.
Yuzu Sizzle Reel
I created a B2B sizzle reel showcased to internal and external partners to energize them about the brand. The goal was to introduce Yuzu, the first social and dating app for the Asian Gen Z community, designed to foster connection and community.
I started by researching the target demographic and defining the brand tone, then curated stock videos that aligned with the brand identity. Working closely with the product team, I integrated app screens into the video to demonstrate how users can make new friendships or romantic connections. Using Figma, I outlined the story structure, and curated a soundtrack to match the tone and energetic vibe.
In After Effects, I animated titles, transitions, and overlayed product screens on videos, creating a dynamic intro to capture attention. The final video helped secure new partnerships and collaborations, and within the first month, the app achieved approximately 150,000 downloads.