Chin Lu 呂錦華
I've worked with an eclectic range of brands and clients. Here's a curated list:
- Entertainment & Gaming YouTube Rewind, YouTube TV x MLB, Netflix, HBO Westworld, 20th Century Fox Kingsman: the Golden Circle, Universal Studios Pitch Perfect 3 and Mamma Mia! Here We Go Again, Warner Bros Justice League, GREE, Google Play, Sony Pictures Spiderman: Homecoming, Revision3 (now part of Discovery), Mixamo (now part of Adobe)
- Tech Google Home, Pixel phone, Lenovo Star Wars: Jedi Challenges, Samsung, Ancestry.com, Google Assistant, Google Chromebooks, eBay
- FinTech SoFi, Charles Schwab, Kikoff
- Travel & Transportation Audi, AAA, Waze, Gig Car Share, Drift by Allstate
- Food & Beverage Pepsi, Brisk, Constellation Brands, California Pizza Kitchen, Tillamook, Muscle Milk
- Beauty & Fashion Aéropostale, Tatcha, DKNY, Crocs, GAP, Designer Apparel (now part of ShopStyle)
- CPG Brita, Method, Glad Press'n Seal, Force of Nature, FiveBelow
- Luxury Audi, Tatcha, Jimmyjane
- International Google, YouTube, Warner Bros., Sony Pictures, Tatcha, Lenovo
I love doing research & analysis on consumer, culture/interrnet/social content trends, and competitors. They help inform strategy so much! Here are two quick examples example:
Below are info about some of my favorite past digital marketing projects. Feel free to reach out and ask about any particular past projects.
SoFi: Break Up song challenge, Money Move dance
2 UGC TikTok contests with influencer hook. Across paid, organic and paid, #SoFiMoneyMoves has a total of 9.3B views with 1.1M videos, #SoFiBreakUpChallenge 11.4B views with 12.8K vidoes.
Influencer research, hashtag strategy, community engagement strategy, launch strategy. PR coverage on Yahoo Finance, US weekly, etc
Influencer research, hashtag strategy, community engagement strategy, launch strategy. PR coverage on Yahoo Finance, US weekly, etc
A reoccurring Twitter & LinkedIn educational live event series with a certified financial planner: example link.
Concepting relevant weekly topics and content as well as community engagement strategy.
Monitoring, researching, and surfacing leverageable opprtunities such as during NFL games at SoFi Stadium—including Super Bowl 2022—trending memes, community engagement prompts, timely PR coverage, as well as finding common pain points or shared interests within current communities: examples.
Haters gonna hate—This is still the biggest YouTube video every single year. I helped coordinate the launch process as well as wrote the titles and descriptions for the Easter Egg videos series both years.
HBO’s Westworld with Simone Giertz
From the content rollout strategy, reviewing creator and social content, to copywriting for the social promotions, I helped hype up the season 2 premiere of this hit show. The main video from the campaign was covered positively on several top tech and industry press outlets (Cnet, Vice, Gizmodo, Adweek, The Drum, etc) as well as shared organically on Reddit in the Westworld and robotics subreddits to 722k members.
5 Minutes from Home with Stephen Curry
We were taksed with revamping Stephen Curry’s YouTube channel (as covered in Variety). The multiple challenges we faced launching Curry’s first YouTube series were wonderful learnings. From the first season, his YouTube subscribers grew by 38%, and the channel’s average watch time increased by 60%. This also earned an Webby Award for Video: Best Web Personality/Host.
In addition to being the lead strategist, I ghostwrote and posted all of the content on Todrick Hall’s channels for this campaign. The Hero Video cross-posted on YouTube and Facebook brought in 2.7 millions views and 100k engagements in total.
We set out to create a branded content that features the product as the hero of story. Choosing Hannah Hart from My Drunk Kitchen was another way to make the integration that much more authentic. This multichannel campaign won the Streamy Award for Best Branded Content Video.
Kingsman: The Golden Circle with 20th Century Fox
This was when Instagram Story was still a very new feature, and I pushed to use the tool to drive views, encourage engagement, and build fan rivalry for this project: Combined with creating a fake Twitter beef, this tactic paid off and the campaign ended with 4 million views in total.
For more than a year, I was on the agency of record team for Audi USA’s social media, and grew its Instagram followers by 150% in six months. From community management, content ideating, and data analytics, to Super Bowl real time war room and the 24 Hours of Le Mans/Forza event, it was quite a ride.
This crowdsourced commercial introducing Beyonce’s 2013 halftime performance was the first of its kind. Leveraging influencers and professional football players’ social media following to promote the UGC campaign, we received 120k online user submissions. After the final video aired live on national TV, fans came to the Pepsi site to watch it again and again, increasing the average time spent to 4.5 minutes. This was covered by major national outlets such as NYTimes and the Today Show.
These two 360° campaigns renewed Brisk’s brand relevance with male millennials: From commissioning edgy celebrities like Eminem, Ozzy Osbourne, and Danny Trejo, to partnering with Star Wars, we also leveraged 25 male lifestyle influencers like Mike Diva to share engaging sponsored content throughout in addition to owned channels’ social activations. Brisk gained 1.3 million new Faceboook fans and 31% increase in sales as a result. The branded mobile game incentivizing product purchase was downloaded 2 million times, too.
YouTube TV x
MLB World Series
MLB World Series
To increase awareness of YouTube TV’s sports programming offerings, we paired two YouTube stars to battle each other in baseball-inspired challenges. Corresponding with the real time MLB schedule, we started out making a splash with social content that led to the final showdown hero YouTube videos. The campaign wrapped with 4.5M views overall and the video trended on Youtube on launch day. The winning influencers got to do an honorary pitch live at World Series, producing more social content to sustain the momentum.
This series was to celebrate mobile games developed by women on International Women’s Day for Google Play. As a feminist who grew up gaming, I found this project extra meaningful to partner with three female influencers on creating content about what it means to be a gamer to them, and the personal stories behind how they started playing and why they continue. The resulting YouTube videos with custom CTAs received 5.5x the average platform engagement rate.
Samsung “Coast to Coast Photo Post”
Traveling across the nation to co-create social content with influencers from different cities is definitely one to remember. From copywriting, photographing, to posting, the resulting digital content demonstrated the camera’s abilities well, especially its wifi connectivity and social sharing feature.
Social Media Overhaul: Charles Schwab and AAA
From educational workshops with the clients, to strategizing whether to create new social pages, it’s a rewarding accomplishment being able to share and collaborate with more old-fashioned brands on how to best leverage social media and appeal to younger consumers.