Brand Storytelling
My Role: Campaign Management, Negotiation, Scripting, Creative Guidelines
The Project: Co-produced a high-performing paid video advertisement to drive bookings.
Paid Strategy: Partnered closely with the performance marketing team to optimize and boost the asset for paid ads.
Macro Creators/Podcasting
My Role: Partnership Negotiation, Creative Brief Development, Content Approval & Contract Management
Project: Secured and managed a partnership with macro creator and actor Bradley Steven Perry, developing the creative brief and guiding content through approval to ensure alignment with brand voice, resulting in a podcast mention/social integration highlighting the Blueground experience.
Results: 12 social media posts, including in-feed Instagram and TikTok content, 1 podcast mention
Mid-Tier Creators
My Role: Influencer Strategy, Creative Direction, Mid-Tier Creator Management
Project: Directed a personal storytelling campaign that naturally integrated the Blueground brand into a digital nomad lifestyle narrative.
Results: Hit 561K+ views and generated over 30K engagements (likes, comments, and shares).
Micro Creators
My Role: Creator Sourcing, Campaign Strategy, Performance Tracking
Project: Collaborated with a micro-influencer to highlight futuristic Seoul, seamlessly integrating the apartment experience into a high-visibility TikTok video.
Results: Surpassed 256K views and directly generated 16 bookings for the brand.
Live@Blueground Product Launch
My Role: Partnership Negotiation, Creative Direction, Script Writing, Organic Social Management
Project: Collaborated on a video campaign for the Live@Blueground product launch, managing the creative pipeline from script to posting.
Results: 43k organic views on Blueground’s brand social channels
Paid Social Amplification
My Role: Performance Analysis, Content Optimization, Contract & Usage Negotiation
Project: Identified a high-performing organic apartment tour video and negotiated content usage rights to repurpose the asset for paid media.
Results & Strategy: Captured a 15% organic engagement rate and successfully clipped/optimized the footage into a high-converting paid social advertisement.
UGC Content Creation
My Role: Target Audience Strategy, Creative Briefing, Paid Ad Direction
Project: Sourced and directed an entrepreneur content creator to build a highly targeted UGC video for paid social.
Strategy: Highlighted a niche, personal use case tailored specifically to connect with one of Blueground’s core guest segments (business owners and entrepreneurs).