Paid and Organic Social Media
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.
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.