Social Media Campaigns

Match launched Yuzu, a new app for the Asian Gen Z community, featuring a first-of-its-kind option for users to connect for either dating or friendship. As part of Yuzu’s social-first brand identity, I developed paid and organic campaigns designed to position the app as a fun, culturally relevant space where community comes first. My process began with research into the cultural nuances of the audience, followed by close collaboration with copywriters and the marketing team to craft 20+ headlines that resonated authentically. Leveraging AI tools like Midjourney and ChatGPT, I explored copy, concepts, and creative directions, then translated those into a suite of dynamic, on-trend social ads and posts aligned with the brand’s color palette and typography. The campaign exceeded expectations, driving 150,000 downloads and 50,000 monthly active users in its first month, and Yuzu’s innovative “friends vs. dating” model has since been adopted across other Match Group apps.