Chin Lu 呂錦華



I’ve done copywriting for dozens of brands (both consumer and B2B), agencies, influencers, and publications across the industries of finance, tech, entertainment, beauty & fashion, and CPG. Types of channels include social media, blog content, UX, CX, web, email and landing pages. Below is a curated collection.

LANDING PAGES, WEB, & EMAIL FOR WISE PANDA
As well as brand positioning strategy and web content development for an online language learning platform.



WEB FOR VERIFIED BY TRAIT
Website content and investor presentation decks for a B2B AI startup




MULTIMEDIA FOR KIKOFF
Copywriting for web, mobile app, FAQs, and more for this finance/fintech startup dedicated to helping people raise their credit scores.



SOCIAL MEDIA FOR SOFI
Plus, company blog post: “Beware of Scammers”


RESEARCH FINDINGS FOR FINANCIAL HEALTH NETWORK
Copyediting and light copywriting for this comprehensive 57-page research paper and its accompanying landing page.


SOCIAL MEDIA & BLOG FOR FORCE OF NATURE
As the freelance copywriter for this earth-friendly and family-friendly cleaning system, I concepted monthly content briefs and wrote content for their social media (Instagram and LinkedIn) as well as company blog. 
SOCIAL MEDIA FOR CHARACTER MEDIA
As the contract social media editor for this Asian American entertainment news magazine (formerly known as Kore Asian Media), I not only create the social content but also interact with influencers such as journalists, actors, producers, directors, and writers often.
Instagram Stories
Tweets


Instagram posts
Facebook posts

GHOSTWRITING FOR INFLUENCERS

For branded content projects, frequently both influencers and clients need copywriting help with the promotional posts.  I provided text such as social content copy, video titles, video descriptions, and playlist names while ghostwriging in  their unique voices and following requirements such as FTC disclosures and marketing messaging.
HBO
Todrick Hall for Universal Pictures

The Merrell Twins for  Universal Pictures
Stephen Curry for  “5 Minutes From Home”


Corridor Digital for Google Chromebook

Marshmello for Google Pixel


JC Caylen for Google Pixel
Gordon Ramsey for Google Pixel
Lauren Elizabeth for YouTube x Macy’s
Hotels.com

SOCIAL MEDIA FOR EBAY FOR BUSINESS
eBay would be nothing without their seller community. The B2B target audience  here is middle-aged SMB owners and entrepreneurs. Researching  this group to see what kind of content would engage them was a great opportunity to learn something new. 
INSTAGRAM COPYWRITING FOR EBAY FASHION
EMAILS FOR DRIFT
Copywriting emails and landing pages: Generated up to 50% open rates and 75% lead gen rates in email lead gen campaigns for car sharing startup Drift. 

COMPANY SOCIAL MEDIA FOR PORTAL A

During my time at the award-winning content studio, I helped with their company social content on top of my responsiblities as the Senior Strategist, The engagement rate on Twitter went up by 40% with my community management, and I interacted with our clients and partnering influencers frequently on social. 


SOCIAL FOR CALIFORNIA PIZZA KITCHEN

In 2014, I provided overall social content strategy as well as monthly calendars for California Pizza Kitchen's social media based on research of competitors, target audience, and current social landscape.

I spearheaded the popular CPK Menu Madness Facebook activation, which is the most successful social media campaign the client ever had at that point. 
SOCIAL FOR TATCHA

I was the only social media lead for this luxury skincare brand for 9 months, and I developed the content and campaign calendar as well as created most of the visuals. During this time, the brand’s total social following increased by 180% on Facebook, Instagram, Twitter, and Pinterest. 




SOCIAL MEDIA FOR METHOD

In 2012, Method asked Mekanism to add a little more oomph to their Facebook updates and tweets. Besides creating content, we also strategized for consumer social engagement acivations such as giveaway and contest every month around their product category focuses. We increased the brand pages’ fans by 13% in five months. I also supplied 90 out of 100 pins with SEO captions on their holiday Pinterest board that year.


MUSCLE MILK

In 2013, Muscle Milk launched Evolve a brand new protein beverage for women, and I helped compose content for its social media channels. In 5 months its communities grew from nothing to 12 thousand fans. I also provided the titles and ideas for ten of @DrinkEvolve’s Pinterest boards.

Note: Unfortunately this brand is no longer available.


COMPANY SOCIAL MEDIA FOR MEKANISM

I managed the company’s social accounts and created content for social and blog (now defunct) as the agency’s voice in 2013. The agency is known for being irreverent, witty, cutting-edge, and I maintained that positioning online.

During this time, the number of engaged Facebook fans jumped by 370%, and the unique monthly visitors of the company blog increased by 20%.