https://chinhualu.com CHIN LU Freelance Digital & Social Content Strategist, Copywriter, and Writer Thu, 04 Aug 2022 18:46:02 +0000 https://chinhualu.com en http://chinhualu.com/Services-Testimonials Thu, 04 Aug 2022 18:46:02 +0000 CHIN LU Freelance Digital & Social Content Strategist, Copywriter, and Writer 428529 Chin Lu 呂錦華 ABOUT ME SERVICES &amp; TESTIMONIALS DIGITAL STRATEGY COPYWRITING WRITING With more than 14 years of experience in the digital marketing and social content space under my belt, I’ve worn a lot of different hats! Below are the freelance services I currenly offer and am available for, as well as testimonials from clients whom I’ve worked with for at least a year.&nbsp; FREELANCE BRAND STRATEGYResearch-informed positioningTone of voice developmentBrand messaging architecture &amp; hierarchyCompetitor &amp; industry research FREELANCE CONTENT STRATEGY &amp; COPYWRITINGSocial media content strategy, planning, and creationCompany blog postsWhite papersE-mails and newsletterWebsites &amp; landing pagesFAQsMobile app: UX flow, CX, push notificationsBranded contentGhostwritingResume review and editingNaming products &amp; servicesAudience engagement strategy FREELANCE EDITORIAL WRITINGInterviews and profiles of groups or individualsListiclesTrend reporting and analysisLifestyle content/service journalism: food &amp; cooking, fashion &amp; beauty, pop culturePersonal essays: on the Asian American &amp; immigrant experience, media representation, dating &amp; relationships FREELANCE SOCIAL MEDIA CONSULTINGOverarching strategyContent and editorial calendar strategyCommunity management strategyCurrent owned social auditCompetitor auditContent trends researchHashtag strategy Services I do NOT offer: full-time social media community management (part-time or project-based ok), graphic design, video production or editing, paid social media ads buying or planning. VERTICALS I SPECIALIZE INEntertainment &amp; gamingConsumer tech: software and hardwareFintechBeauty &amp; fashionFood &amp; beveragesSustainable CPGBrands targeting women, millennials, BIPOC, and Gen Z SELECT TESTIMONIALS(For more recommendations I’ve received publicly, please visit my LinkedIn) 💡💡💡💡💡 “Chin Lu is an exceptional content designer/content strategist. We worked together on a new app concept, and I highly recommend her. She immediately understood the concept of what we were building, demonstrated sharp intellect and clear grasp of our vision. Throughout the project, Chin consistently addressed trust and safety considerations, providing insightful product suggestions that improved the user experience. Her collaboration skills made working with our in-house designers a seamless and enjoyable process.In addition to her expertise, Chin was extremely reliable and responsive. We were consistently impressed by her fast turnarounds. I recommend Chin Lu to any early-stage startup or larger organization alike. She excels in dealing with ambiguity and has a wealth of experience and adaptability that makes her a great asset to any team.” &nbsp; - Sam England, CEO and Co-Founder of AI startup 🌎🌎🌎🌎🌎 “Chin has been invaluable to Force of Nature over the last year+. We have a very small marketing team that can't always focus on each one of our channels and Chin has taken our social media and run with it. She handles the content development for us so all we have to do is schedule. Onboarding with her was very easy, she quickly understood our tone and voice, and she's never missed a deadline. I can't recommend her enough!” - Lana&nbsp;Tkachenko, Director of Marketing &amp; Content at eco-friendly cleaning product company 🤝🤝🤝🤝🤝 “Chin is a highly talented content strategist and any team would be lucky to have her. In our one-year engagement, we successfully tackled diverse projects for a fintech startup, Kikoff, including web pages, mobile app flow, blog posts, text notifications, and FAQs. Chin seamlessly integrates with full-time teams, understanding nuances and goals across different departments. Her adaptability, coupled with a receptive attitude toward feedback, ensures a collaborative and top-notch outcome. I wholeheartedly recommend Chin's services for anyone seeking a skilled and adaptable content strategist. She integrates well into all types of teams ranging from early-staged startups to large organizations.” - Phillip Cun, Head of Design at fintech startup🔥🔥🔥🔥🔥 “I’ve been fortune enough to work with Chin in two different stages of my professional life…Despite the many years between these two stages, I’ve been delighted to see that Chin has managed to consistently be the smartest, most insightful, and professional person in the room. I’ve watched her take in a flimsy brief and output incredible work that’s gone on to make clients very happy. She can operate in the void, she asks all the right questions, and brings the HEAT to any work session. She’s a joy to work with and I hope to have the chance again soon.” - Greg Speck,&nbsp; Senior Producer at content studio Please contact me at chinhualu36@gmail.com for details And if you want to just “pick my brain” for an hour (where you may ask any me any questions on the call with no prep work needed by me beforehand), or want to inquire about potential speaking engagement oportunities, please reach out for a quote!&nbsp; Chin Lu 呂錦華 ABOUT ME SERVICES &amp; TESTIMONIALS DIGITAL STRATEGY COPYWRITING WRITING With more than 14 years of experience in the digital... http://chinhualu.com/Bio-Contact Thu, 04 Aug 2022 18:44:07 +0000 CHIN LU Freelance Digital & Social Content Strategist, Copywriter, and Writer 428528 Chin Lu 呂錦華 ABOUT ME SERVICES &amp; TESTIMONIALS DIGITAL STRATEGY COPYWRITING WRITING <img width="2500" height="1670" width_o="2500" height_o="1670" src_o="https://cortex.persona.co/t/original/i/236e27284903d653f7d0317952006398c0243ecdcbf3a5dfb25646e2d6c21443/DSC00388.jpg" data-mid="1213069" border="0" data-scale="66"/> Hi there! I’m a seasoned Asian American digital marketing strategist, specializing in brand positioning, content, social media, and copywriting with 15 years of experience for hire. Formerly based in the San Francisco Bay Area, now relocated to the Lake Tahoe Area. Marketing Industry Background As a strategist, I’ve done everything from helping emerging brands build their positioning from scratch, leading briefing and brainstorming sessions, holding top influencers’ hands (both symbolically and physically) through campaigns, planning real-time responses for Audi’s Super Bowl commercial in a war room, collaborating with cross-functional partners like PR for seamless marketing integration as SoFi went public, to ghostwriting Stephen Curry’s Instagram and devising a multichannel distribution strategy for HBO’s Westworld, all the while keeping up to date on new features, emerging platforms, and content trends for future opportunities. I’ve been a full-time freelancer since May 2022, helping various startups and agencies. Before that, I was the senior social media &amp; community manager at SoFi. I contracted as a content strategist at eBay, and as the social media editor for Character Media (formerly known as Kore Asian Media), an entertainment news magazine that is the oldest Asian American publication. Previously I was the Senior Strategist at Portal A, a creative studio for both branded and original content heavily featuring influencers and celebrities, most known for YouTube Rewind. Prior to that, I was doing brand, social, and influencer marketing strategy at two advertising agencies: Mekanism and MUH-TAY-ZIK | HOF-FER (Now M/H VCCP). I also was&nbsp;TATCHA (now owned by&nbsp; Unilever)&nbsp;the luxury beauty brand’s only social media lead for a while. As a Professional Writer For my editorial, original writing work, I concentrate on topics that bring me joy, which is why I’m working on my first young adult romance novel roughly based on my own immigration experience.&nbsp;With excerpts of my manuscript, I was accepted into the prestigious Tin House 2025 Winter Online Workshop and the competitive “Novel In a Year” program by StoryStudio Chicago in 2023.&nbsp; I’ve written personal essays about relationships, cooking, pop culture, and the Asian American experience. I’ve interviewed and profiled fellow creatives who inspire me. My work has been published on VICE, Catapult,&nbsp;The Bold Italic, Refinery29, and more. I was organically verified on Twitter/X, and my tweets have been included in dozens of Twitter Moments. But very few people care about that platform now!&nbsp; Personal I’m proud to be a 1.5th generation Taiwanese American immigrant. In my free time, I’m an avid snowboarder, hiker, cat mom, gamer, and passionate home cook. I’ve danced for more than 15 years. I used to be on an all-female dance team based out of Oakland, and our biggest performance was on the 2019 San Francisco Pride main stage in front of hudreds of people. Recently, I became a dance teacher and started teaching beginner-level adult classes as well!&nbsp; I love talking to young people about life and career guidance, whether it’s as a volunteer at South Lake Tahoe High School, mentor for the East Bay College Fund, a workshop leader for the ITASA conference, a guest speaker for a Creativity in Business class at USF, or part of the alumni speaker panel for student groups at UC Berkeley. &nbsp; For more detials, please take a look around. I’m always looking for new exciting opportunities as a freelance content strategist/copywriter/writer as I work on my very first novel so feel free to reach out to chat, commission me, or ask about my rates! I’m open to speaking opportunities as well.&nbsp; &nbsp;chinhualu36@gmail.com LinkedIn&nbsp; Chin Lu 呂錦華 ABOUT ME SERVICES &amp; TESTIMONIALS DIGITAL STRATEGY COPYWRITING WRITING Hi there! I’m a seasoned Asian American digital marketing... http://chinhualu.com/Copywriting Sun, 24 Mar 2019 23:23:27 +0000 CHIN LU Freelance Digital & Social Content Strategist, Copywriter, and Writer 317020 Chin Lu&nbsp;呂錦華 ABOUT ME SERVICES &amp; TESTIMONIALS DIGITAL STRATEGY COPYWRITING WRITING I’ve done copywriting for dozens of brands (both consumer and B2B), agencies, influencers, and publications across the industries of finance, tech, entertainment, beauty &amp; 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, &amp; EMAIL FOR WISE PANDA As well as brand positioning strategy and web content development for an online language learning platform. <img width="3400" height="21208" width_o="3400" height_o="21208" src_o="https://cortex.persona.co/t/original/i/39777b867c39a0ae07ad8bc7faaab864ea080b9a22c618a35d2359f27169c413/screencapture-wisepanda-learn-mandarin-2025-01-15-11_19_47.png" data-mid="1392331" border="0" /> <img width="3400" height="20766" width_o="3400" height_o="20766" src_o="https://cortex.persona.co/t/original/i/33df8fa7ffeb446839d60cc621d85cb49be4b8d0f40e22f7dbb0e07f240a70c5/screencapture-wisepanda-teach-mandarin-2025-01-15-11_20_22.png" data-mid="1392330" border="0" /> E-mail series <img width="2374" height="7093" width_o="2374" height_o="7093" src_o="https://cortex.persona.co/t/original/i/625484a3e80a7a03e88a09b577d0535f3a93f074e73cdc08519a1cbb8e7289af/screencapture-mail-google-mail-u-0-2025-01-14-15_18_14.png" data-mid="1392262" border="0" /> <img width="2381" height="7806" width_o="2381" height_o="7806" src_o="https://cortex.persona.co/t/original/i/427dcc3866a431065c5c6b0516f188f407ee43b929126a640ebea0f0c3f0f469/screencapture-mail-google-mail-u-0-2025-01-14-15_21_42.png" data-mid="1392261" border="0" /> WEB FOR VERIFIED BY TRAIT Website content and investor presentation decks for a B2B AI startup <img width="3556" height="12324" width_o="3556" height_o="12324" src_o="https://cortex.persona.co/t/original/i/1dac27879ade74a9568121cec7b55c2a968ee35fb0d2b2e3a73ae9ccb200227c/screencapture-verifiedbytrait-2023-11-27-10_48_43.png" data-mid="1332705" border="0" /> <img width="3556" height="6934" width_o="3556" height_o="6934" src_o="https://cortex.persona.co/t/original/i/b2c15cb6b7d1f97bf015b45e2f457724c461ceade8c2d6842c19d96efe08cbf1/screencapture-verifiedbytrait-2023-11-27-10_48_43-copy.png" data-mid="1332704" border="0" /> MULTIMEDIA FOR KIKOFF Copywriting for web, mobile app, FAQs, and more for this finance/fintech startup dedicated to helping people raise their credit scores. <img width="3069" height="11315" width_o="3069" height_o="11315" src_o="https://cortex.persona.co/t/original/i/0e9c6108cc9431f08529c8e7197649999497d99d747f045b8709d7be9f881088/Landing-page-example-1.png" data-mid="1279880" border="0" /> <img width="3217" height="7232" width_o="3217" height_o="7232" src_o="https://cortex.persona.co/t/original/i/2661919374364386072273dee7033f3ac1c68408acca8c88fc8436a5feb59d40/Web-page-example-1.png" data-mid="1279881" border="0" /> <img width="3006" height="914" width_o="3006" height_o="914" src_o="https://cortex.persona.co/t/original/i/d328e061f5a75789fa4e79ec3fc4fa462f550df31ebe9051a1ee56be266b188a/Mobile-app-copy-example-1.png" data-mid="1279877" border="0" /> <img width="1700" height="1274" width_o="1700" height_o="1274" src_o="https://cortex.persona.co/t/original/i/5b4572f5b666eec841ec9cda7162dfa7965cb126b93cfa2ab6b7428519a98f52/FAQ-example-2.png" data-mid="1279879" border="0" /> <img width="1698" height="1028" width_o="1698" height_o="1028" src_o="https://cortex.persona.co/t/original/i/42aae60f81887ce74ebae5da6dde44b1b6777782c2ea26c7d78d36cda6c51529/FAQ-example-1.png" data-mid="1279878" border="0" /> SOCIAL MEDIA FOR SOFI Plus, company blog post: “Beware of Scammers” <img width="1184" height="458" width_o="1184" height_o="458" src_o="https://cortex.persona.co/t/original/i/fcf0a810253595fa9320507848c731ea48cd069a82996da6cd4f74710f429bf2/Screen-Shot-2022-04-05-at-6.03.11-PM.png" data-mid="1179032" border="0" /> <img width="1182" height="1030" width_o="1182" height_o="1030" src_o="https://cortex.persona.co/t/original/i/a994d0e93b55ea893fbde52c0003ee2fdd71413325339629b35d17f666d5facf/Screen-Shot-2022-04-05-at-6.04.15-PM.png" data-mid="1179035" border="0" /> <img width="1186" height="834" width_o="1186" height_o="834" src_o="https://cortex.persona.co/t/original/i/944e0876b5e57ee1a26f2c12c5e4ce99164784217b6c89ee662b04ac8626c2ce/Screen-Shot-2022-04-05-at-6.27.32-PM.png" data-mid="1179040" border="0" /> <img width="1174" height="470" width_o="1174" height_o="470" src_o="https://cortex.persona.co/t/original/i/52ba44c3531bedeccc848a298491251f3c2d66aae2801653e5007e54d6b7e358/Screen-Shot-2022-04-05-at-6.29.00-PM.png" data-mid="1179038" border="0" /> <img width="1362" height="1150" width_o="1362" height_o="1150" src_o="https://cortex.persona.co/t/original/i/2fef30d6d73988ffb910869d3808182b2d32a15ff0a96b579dfdaba261e32c03/Screen-Shot-2022-04-05-at-6.13.24-PM.png" data-mid="1179034" border="0" /> <img width="996" height="1054" width_o="996" height_o="1054" src_o="https://cortex.persona.co/t/original/i/e67293278adb7a079a39d5d328f581f46c279c1c1ec80ff24c65186705bad7dd/Screen-Shot-2022-04-05-at-6.13.48-PM.png" data-mid="1179036" border="0" /> <img width="1178" height="1144" width_o="1178" height_o="1144" src_o="https://cortex.persona.co/t/original/i/fab58c50bfbafb170f142a60bbfd56a832386d39894ef2fc69af943ea10ca586/Screen-Shot-2022-04-05-at-6.29.30-PM.png" data-mid="1179037" border="0" /> <img width="1108" height="1244" width_o="1108" height_o="1244" src_o="https://cortex.persona.co/t/original/i/65ce83bfb1197837d67d17c2a8514d42f540b89145f504614047e85a1cf83533/Screen-Shot-2022-04-05-at-6.20.25-PM.png" data-mid="1179039" border="0" /> RESEARCH FINDINGS FOR FINANCIAL HEALTH NETWORKCopyediting and light copywriting for this comprehensive 57-page research paper and its accompanying landing page. <img width="1292" height="758" width_o="1292" height_o="758" src_o="https://cortex.persona.co/t/original/i/a3a677577d764de68eb41c2daa5223cd96debdacfc3f6091e734f0d00cc3eb2b/Screenshot-2024-05-14-at-12.11.30PM.png" data-mid="1363179" border="0" /> SOCIAL MEDIA &amp; 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.&nbsp; Instagram&nbsp; <img width="1125" height="1998" width_o="1125" height_o="1998" src_o="https://cortex.persona.co/t/original/i/8c89afb84ba250b2ee8033c99dd3e51257d56100c862c2de82d6d3762659a0f5/IMG_8050.PNG" data-mid="1212609" border="0" /> <img width="1125" height="1998" width_o="1125" height_o="1998" src_o="https://cortex.persona.co/t/original/i/22e9daf060ae6339c19b93e09637db86b87d6d6b761304728ab201ad01ce5f6a/IMG_8054.PNG" data-mid="1212604" border="0" /> <img width="1123" height="1995" width_o="1123" height_o="1995" src_o="https://cortex.persona.co/t/original/i/38b0ad2225a1da13781ff72ace4859a764bf963c4a6f65625b65a98573f37eba/IMG_8051.PNG" data-mid="1212605" border="0" /> <img width="1125" height="1996" width_o="1125" height_o="1996" src_o="https://cortex.persona.co/t/original/i/01a9fc713c6a7f09d458a67a77938b97bdf34052dae8824fe3f117b49d8e25a8/IMG_8052.PNG" data-mid="1212607" border="0" /> <img width="1122" height="1989" width_o="1122" height_o="1989" src_o="https://cortex.persona.co/t/original/i/e35e25391e2c065b6ab645f698ce7ad90835e4428e6e1913a55a5987824825fb/IMG_8055.PNG" data-mid="1212608" border="0" /> <img width="849" height="847" width_o="849" height_o="847" src_o="https://cortex.persona.co/t/original/i/92f856dd1e4d683e0a0a46ade2bae2b16eb420444dbb999032862909b65ce840/Screen-Shot-2022-07-18-at-12.28.26-PM.png" data-mid="1209708" border="0" /> <img width="848" height="851" width_o="848" height_o="851" src_o="https://cortex.persona.co/t/original/i/56fc04fddff4043e6248e7649012c784b52ab6a5571f7399abfd6787fdbaa115/Screen-Shot-2022-07-18-at-12.28.34-PM.png" data-mid="1209706" border="0" /> <img width="850" height="849" width_o="850" height_o="849" src_o="https://cortex.persona.co/t/original/i/5804d386bb9a8e2aee75f13537e3b65d540e4268f1a2fb523142b095f45be393/Screen-Shot-2022-07-18-at-12.28.48-PM.png" data-mid="1209710" border="0" /> <img width="850" height="848" width_o="850" height_o="848" src_o="https://cortex.persona.co/t/original/i/d4d70443e66ec81f4a66da478413eec8dccecf9edd64568fcf938850293bc933/Screen-Shot-2022-07-18-at-12.28.40-PM.png" data-mid="1209709" border="0" /> <img width="849" height="847" width_o="849" height_o="847" src_o="https://cortex.persona.co/t/original/i/647285af80110b22e82fcd6a3850f295c3db0c4cfa2cd51fc4f60d10c6be4931/Screen-Shot-2022-07-18-at-12.28.59-PM.png" data-mid="1209707" border="0" /> <img width="946" height="947" width_o="946" height_o="947" src_o="https://cortex.persona.co/t/original/i/df9ef42b05c0c09a711cfaf6022aec55277f6ab0b44040734bfedc3a466eae7d/Screen-Shot-2022-10-30-at-3.53.19-PM.png" data-mid="1236179" border="0" /> <img width="283" height="291" width_o="283" height_o="291" src_o="https://cortex.persona.co/t/original/i/c0e5888af871c01c46c70de2edd028f4bdc6cb3306675e047834754c91edbc6f/Screen-Shot-2022-07-18-at-12.28.01-PM.png" data-mid="1209712" border="0" /> <img width="714" height="713" width_o="714" height_o="713" src_o="https://cortex.persona.co/t/original/i/4d34f190c84ce22e5f9e672b7bdc45edf05c03ee67e9240901f750e05e540972/Screen-Shot-2022-09-08-at-12.27.19-PM.png" data-mid="1222557" border="0" /> <img width="1866" height="1198" width_o="1866" height_o="1198" src_o="https://cortex.persona.co/t/original/i/8fbe2356426ecd3b3dd7cc280faf4ec3c526868db07a9b3db09e4d3c8d1ffae9/Screen-Shot-2023-04-11-at-10.35.29-PM.png" data-mid="1279380" border="0" /> <img width="1632" height="1200" width_o="1632" height_o="1200" src_o="https://cortex.persona.co/t/original/i/30a39b22ddf40dfdc92e9f2606970f19e5262f91491fea875c0a439ae8be6879/Screen-Shot-2023-04-11-at-10.34.56-PM.png" data-mid="1279376" border="0" /> <img width="1358" height="1196" width_o="1358" height_o="1196" src_o="https://cortex.persona.co/t/original/i/4ca93a18e2362a161ce09227fee07c029ef1507bef07c737111b21f07d3e9e4e/Screen-Shot-2023-04-11-at-10.35.45-PM.png" data-mid="1279381" border="0" /> <img width="1108" height="1362" width_o="1108" height_o="1362" src_o="https://cortex.persona.co/t/original/i/0ec85f31a0d9af0709f66e848c7a2f4dcc48e1dd0ab0186ccf5a761a2c9addb5/Screen-Shot-2023-04-11-at-10.43.42-PM.png" data-mid="1279377" border="0" /> <img width="1106" height="1450" width_o="1106" height_o="1450" src_o="https://cortex.persona.co/t/original/i/c396caa11698783081ca5f2d1cf4290284af160884690334b816daad0d156119/Screen-Shot-2023-04-11-at-10.43.31-PM.png" data-mid="1279378" border="0" /> <img width="1108" height="1314" width_o="1108" height_o="1314" src_o="https://cortex.persona.co/t/original/i/609ea0a82b2e5efb3e53902713a0f0f981de82c4c916767b331a552743a55e67/Screen-Shot-2023-04-11-at-10.43.18-PM.png" data-mid="1279379" border="0" /> SEO-Optimized Blog EntriesAre Disinfectant Wipes Safe? What You Need to KnowReusable Cleaning Cloths: How to Break Up with Paper TowelsReusable Food Wraps: Why it's Time to Ditch Plastic WrapEco-Friendly Laundry Detergent Sheets: Are They Worth the Hype? 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 <img width="750" height="1334" width_o="750" height_o="1334" src_o="https://cortex.persona.co/t/original/i/d09e18a47894ad30a256e95875d169023d300518a19f60586fd7d21c473a4cd4/Image-from-iOS-4.png" data-mid="672874" border="0" /> <img width="750" height="1334" width_o="750" height_o="1334" src_o="https://cortex.persona.co/t/original/i/2cf724c872fd60e448a19ba94e9039e74090e71bc9d0ab82aa6dbbcd8725a3f0/Image-from-iOS-5.png" data-mid="672877" border="0" /> <img width="750" height="1334" width_o="750" height_o="1334" src_o="https://cortex.persona.co/t/original/i/4e9224a2b92a7330737b70cf47d1b5b43bfcb860b69076da5a8b08303f4eac44/Image-from-iOS.png" data-mid="672873" border="0" /> <img width="750" height="1334" width_o="750" height_o="1334" src_o="https://cortex.persona.co/t/original/i/2cf49e25172f9b145b82c68f7f47687de4b913a765d8f1257804c17f74f3fdc4/Image-from-iOS-1.png" data-mid="672876" border="0" /> <img width="750" height="1334" width_o="750" height_o="1334" src_o="https://cortex.persona.co/t/original/i/e88282b68c1100aecb82a3e5e3801ec9244da9aa6afbe8771ee023cacc8aebfd/Image-from-iOS-3.png" data-mid="672875" border="0" /> <img width="750" height="1334" width_o="750" height_o="1334" src_o="https://cortex.persona.co/t/original/i/dd19e8790b92c94c7b297f5bbfda37074aff3ed2f151b9cea7918c50d684d610/Image-from-iOS-2.png" data-mid="672872" border="0" /> Tweets <img width="540" height="566" width_o="540" height_o="566" src_o="https://cortex.persona.co/t/original/i/eef276996c34baf36b83de64257784d4b45c53caab0bb0ac43114e288c997e79/Screenshot-2019-03-24-at-10.45.14-PM.png" data-mid="673177" border="0" /> <img width="542" height="452" width_o="542" height_o="452" src_o="https://cortex.persona.co/t/original/i/3b6e924429e14663928c32aec6903ba9238c9bac413a06605962f8ae2b1c4b5c/Screenshot-2019-03-24-at-10.43.24-PM.png" data-mid="673182" border="0" /> <img width="557" height="613" width_o="557" height_o="613" src_o="https://cortex.persona.co/t/original/i/dafc4944d9c68c6082b4e275f6953567acd9a86e304403bae773cde47e895856/Screenshot-2019-03-24-at-10.42.57-PM.png" data-mid="673183" border="0" /> <img width="517" height="573" width_o="517" height_o="573" src_o="https://cortex.persona.co/t/original/i/ee5d2f204c223f27be3590f3028a5edaf66f116d99f5cd1f5a93a14576e1d9c0/Screenshot-2019-03-24-at-10.48.31-PM.png" data-mid="673176" border="0" /> <img width="564" height="594" width_o="564" height_o="594" src_o="https://cortex.persona.co/t/original/i/5fbb3f18e75e6b753442a85f2028fe9129be0e5652a18850bf3ca60c044d1e5b/Screenshot-2019-03-24-at-10.42.27-PM.png" data-mid="673181" border="0" /> <img width="552" height="615" width_o="552" height_o="615" src_o="https://cortex.persona.co/t/original/i/04a7f80138b3e1de51dca94bcf5b59d21bd6a6489d4de6dfec76c6549321e684/Screenshot-2019-03-24-at-10.46.41-PM.png" data-mid="673184" border="0" /> Instagram posts <img width="732" height="530" width_o="732" height_o="530" src_o="https://cortex.persona.co/t/original/i/b480f5d6a9026fe3c177c0e8df42ddc3c764e02cf944c8823678d62555d1abb9/Screenshot-2019-03-24-at-10.41.25-PM.png" data-mid="673180" border="0" /> <img width="731" height="540" width_o="731" height_o="540" src_o="https://cortex.persona.co/t/original/i/67cefc12b41bf0c08a74046f064bc8654035bcd90cfe4517f8f25be07b65889a/Screenshot-2019-03-24-at-10.40.12-PM.png" data-mid="673178" border="0" /> Facebook posts <img width="905" height="426" width_o="905" height_o="426" src_o="https://cortex.persona.co/t/original/i/0589ecdfeac6fb9b1e53350fa97013e84ebf27fc39a748feaa4e5964988abbbc/Screenshot-2019-03-25-at-11.30.28-AM.png" data-mid="673202" border="0" /> <img width="883" height="558" width_o="883" height_o="558" src_o="https://cortex.persona.co/t/original/i/e21f80271a530f36a8ed58722ccb68a13a4f5c2706912048b46123449f62ee57/Screenshot-2019-03-25-at-11.37.55-AM.png" data-mid="673203" border="0" /> <img width="864" height="550" width_o="864" height_o="550" src_o="https://cortex.persona.co/t/original/i/3e1f0734b5b0634797da5d1bda820f157df968f4a9ce78cfaad3b957b881bca3/Screenshot-2019-03-25-at-11.38.22-AM.png" data-mid="673201" border="0" /> <img width="907" height="581" width_o="907" height_o="581" src_o="https://cortex.persona.co/t/original/i/c69e624ff07a9efa9cc500bae3ea0869838624bd451ad9cf71885852a808fad4/Screenshot-2019-03-25-at-11.36.03-AM.png" data-mid="673200" border="0" /> GHOSTWRITING FOR INFLUENCERS For branded content projects, frequently both influencers and clients need copywriting help with the promotional posts.&nbsp; I provided text such as social content copy, video titles, video descriptions, and playlist names while ghostwriging in&nbsp; their unique voices and following requirements such as FTC disclosures and marketing messaging. HBO <img width="554" height="576" width_o="554" height_o="576" src_o="https://cortex.persona.co/t/original/i/77e4aadd5d5414ae8fb40cdb6cd31c8d6e554daf5b73d6923bd46ebf147b366c/Screenshot-2019-03-25-at-12.21.53-PM.png" data-mid="673248" border="0" /> Todrick Hall for Universal Pictures <img width="454" height="405" width_o="454" height_o="405" src_o="https://cortex.persona.co/t/original/i/6108b09c03982fe9eec73ff6c32660fb1843c31609948928d1b75f882b3d3842/Screenshot-2019-03-25-at-11.53.34-AM.png" data-mid="673221" border="0" /> The Merrell Twins for&nbsp; Universal Pictures<img width="519" height="407" width_o="519" height_o="407" src_o="https://cortex.persona.co/t/original/i/941c4701f59088fe3390fb156a252e5281bc6fb178c4b66cae6c98e07eab227b/Screenshot-2019-03-26-at-12.24.34-AM.png" data-mid="673753" border="0" /> Stephen Curry for&nbsp; “5 Minutes From Home”<img width="517" height="369" width_o="517" height_o="369" src_o="https://cortex.persona.co/t/original/i/915f07c5f3a373fb8d9dc0ab506e5c14cfd913b76730d5b1cee47e055772dc2b/Screenshot-2019-03-26-at-12.24.52-AM.png" data-mid="673756" border="0" /> Corridor Digital for Google Chromebook <img width="830" height="534" width_o="830" height_o="534" src_o="https://cortex.persona.co/t/original/i/ff6c3b14c2d2ac98a8f85ec2e1c1a30251712defd6d6aeefb3680cec294171c9/Screenshot-2019-03-25-at-12.00.02-PM.png" data-mid="673222" border="0" /> Marshmello for Google Pixel <img width="529" height="386" width_o="529" height_o="386" src_o="https://cortex.persona.co/t/original/i/d261576c36fa3c0cea322e3b6aa5f5d2626e4adb1acbe4b853146caf386990cd/Screenshot-2019-03-25-at-12.18.29-PM.png" data-mid="673245" border="0" /> JC Caylen for Google Pixel<img width="718" height="527" width_o="718" height_o="527" src_o="https://cortex.persona.co/t/original/i/5d2f8690d98dd12297fae953fc492a3a556eea1a7c14b2edeafd824565fd5ba6/Screenshot-2019-03-25-at-2.52.37-PM.png" data-mid="673354" border="0" /> Gordon Ramsey for Google Pixel <img width="704" height="387" width_o="704" height_o="387" src_o="https://cortex.persona.co/t/original/i/8b1fcf73e6a4cbadf7377edec74170e7b9b7f2cd57fd3a2db4dce892c96712b3/Screenshot-2019-03-25-at-12.17.09-PM.png" data-mid="673364" border="0" /> Lauren Elizabeth for YouTube x Macy’s<img width="522" height="381" width_o="522" height_o="381" src_o="https://cortex.persona.co/t/original/i/ec5939f4988206934ea53ca2e730b7eee8d7d2df4f296708137151703a98dc30/Screenshot-2019-03-25-at-12.47.24-PM.png" data-mid="673272" border="0" /> Hotels.com <img width="603" height="550" width_o="603" height_o="550" src_o="https://cortex.persona.co/t/original/i/acd54d78fc26874655e9766c96c44cdae79f1285d390ddf3e7e4d757141deba2/Screenshot-2019-03-25-at-2.57.08-PM.png" data-mid="673361" border="0" /> SOCIAL MEDIA FOR EBAY FOR BUSINESS eBay would be nothing without their seller community. The B2B target audience&nbsp; here is middle-aged SMB owners and entrepreneurs. Researching&nbsp; this group to see what kind of content would engage them was a great opportunity to learn something new.&nbsp; <img width="900" height="710" width_o="900" height_o="710" src_o="https://cortex.persona.co/t/original/i/d6f8b7654cc270c6530a1cf87c757e0d395c9928c58a5d5e16d9775d4a038ed4/Screen-Shot-2020-02-26-at-12.15.08-PM.png" data-mid="871866" border="0" /> <img width="900" height="890" width_o="900" height_o="890" src_o="https://cortex.persona.co/t/original/i/25da462b3179f547bb29d075f458effd75f8d1123c1a09de71ade557e7941964/Screen-Shot-2020-02-26-at-12.21.35-PM.png" data-mid="871862" border="0" data-scale="90"/> <img width="896" height="982" width_o="896" height_o="982" src_o="https://cortex.persona.co/t/original/i/fde5ebd6e15265cd019a62e5e67cbf7291c446a1db81c7bdaaf2c84dc69f5fee/Screen-Shot-2020-02-26-at-12.22.05-PM.png" data-mid="871865" border="0" /> <img width="796" height="1030" width_o="796" height_o="1030" src_o="https://cortex.persona.co/t/original/i/a41e7b5d9467ef57929e105a515827f788b7f2157b13e2b8550c0ded29d499dd/Screen-Shot-2020-02-26-at-12.14.24-PM.png" data-mid="871863" border="0" data-scale="79"/> <img width="798" height="1002" width_o="798" height_o="1002" src_o="https://cortex.persona.co/t/original/i/5b85fc59dfc52a561598e81ed35d5efdd367a543da551fc494352d8e78318b34/Screen-Shot-2020-02-26-at-12.23.39-PM.png" data-mid="871864" border="0" /> <img width="796" height="1096" width_o="796" height_o="1096" src_o="https://cortex.persona.co/t/original/i/0ded10af29b4ecc75161669c9d503156974078351fdff55fbb2ef181d1412dd9/Screen-Shot-2020-02-26-at-12.18.10-PM.png" data-mid="871861" border="0" data-scale="91"/> INSTAGRAM COPYWRITING FOR EBAY FASHION <img width="1121" height="1900" width_o="1121" height_o="1900" src_o="https://cortex.persona.co/t/original/i/6a5f1c9be31bce196a066bf1ff8972e550cce335cfecb7d46b568957d583b245/IMG_7184.PNG" data-mid="1189561" border="0" /> <img width="1124" height="1788" width_o="1124" height_o="1788" src_o="https://cortex.persona.co/t/original/i/73e20eee6ef38016ec745313584c8ce9db3a58185bd7520989d3f1f6830a1903/IMG_7189.PNG" data-mid="1189569" border="0" /> <img width="1125" height="1919" width_o="1125" height_o="1919" src_o="https://cortex.persona.co/t/original/i/ad6c1af2cd882d77253f173d1228d419b56b784b1e0cc7979a280d1ff0302924/IMG_7179.PNG" data-mid="1189562" border="0" /> <img width="1125" height="1896" width_o="1125" height_o="1896" src_o="https://cortex.persona.co/t/original/i/c1c415949a855e83fae8f168d599fbc9af4b84c14f0f9b6821fa61d29357d289/IMG_7181.PNG" data-mid="1189564" border="0" /> <img width="1125" height="1844" width_o="1125" height_o="1844" src_o="https://cortex.persona.co/t/original/i/b3f2148a6ba469020148aa50d916ed64ead08d81a548746b49fb1e48c44c0bb3/IMG_7187.PNG" data-mid="1189567" border="0" /> <img width="1125" height="1785" width_o="1125" height_o="1785" src_o="https://cortex.persona.co/t/original/i/6e3215c9391dea7da81987879cf57375d58d59ff2ddbf62277a2ec0b73cbf4a9/IMG_7183.PNG" data-mid="1189565" border="0" /> 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.&nbsp; 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.&nbsp; <img width="541" height="560" width_o="541" height_o="560" src_o="https://cortex.persona.co/t/original/i/5fbc6823ec96093b9d861aefcb0ee8bcaabd4bcf2e39b90b5d4c7ea20ac05761/Screenshot-2019-03-26-at-12.30.30-AM.png" data-mid="673754" border="0" /> <img width="517" height="512" width_o="517" height_o="512" src_o="https://cortex.persona.co/t/original/i/f541f2aeb6384b9ee038ac27b41ed2434fab05df15b536050e73155201766597/Screenshot-2019-03-26-at-12.24.04-AM.png" data-mid="673755" border="0" /> <img width="523" height="414" width_o="523" height_o="414" src_o="https://cortex.persona.co/t/original/i/d6a06a284d93189f2424edc00dc63c7c2517a364b80d3c13c859114916caade4/Screenshot-2019-03-26-at-12.31.50-AM.png" data-mid="673750" border="0" /> <img width="523" height="419" width_o="523" height_o="419" src_o="https://cortex.persona.co/t/original/i/1af515f68cda8e04564b22585b521a27613a08dc6ed75624ecc28cbdd246dd55/Screenshot-2019-03-26-at-12.21.38-AM.png" data-mid="673747" border="0" /> <img width="520" height="552" width_o="520" height_o="552" src_o="https://cortex.persona.co/t/original/i/acc9ca17e423a7f4445ba77c411e2b7f939d882a1e21e392b5752b7ba9f9a4cd/Screenshot-2019-03-26-at-12.28.06-AM.png" data-mid="673751" border="0" /> <img width="530" height="360" width_o="530" height_o="360" src_o="https://cortex.persona.co/t/original/i/594f31347af72ad12bad49cd77f5fd2eb996f00b4024900ba7ad4f9e6387e4da/Screenshot-2019-03-26-at-12.25.34-AM.png" data-mid="673748" border="0" /> 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.&nbsp;<img width="2048" height="757" width_o="2048" height_o="757" src_o="https://cortex.persona.co/t/original/i/9923ec2fed33f525d933282b3e5da5e59c2fe30dccb52e1cb63e45527284fe04/CPK-March-Menu-Madness_2048-1.jpg" data-mid="672860" border="0" /> <img width="488" height="644" width_o="488" height_o="644" src_o="https://cortex.persona.co/t/original/i/62fa6fea0cc31ac7ff79b9d1754146551367be12f32ca17628b9ba02d54d8e56/Screen-shot-2015-01-14-at-1.36.15-PM_488.png" data-mid="672858" border="0" /> <img width="489" height="610" width_o="489" height_o="610" src_o="https://cortex.persona.co/t/original/i/5ded0e45361b4320094c1d21df1af60843125d3c01a2c57ef9f2097b719d17ee/Screen-shot-2015-01-14-at-1.35.23-PM_489.png" data-mid="672857" border="0" /> <img width="983" height="525" width_o="983" height_o="525" src_o="https://cortex.persona.co/t/original/i/6a369e57ee974fb3b1b61f913ed21dd05195cfaeee99e0adb557f4113b35a51c/Screen-shot-2015-01-13-at-5.07.09-PM_983.png" data-mid="672859" border="0" /> 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.&nbsp; <img width="487" height="523" width_o="487" height_o="523" src_o="https://cortex.persona.co/t/original/i/277c973ead95384169ec314fa1021311252135f450ded89eb5b92c87442bd479/Screen-shot-2015-01-13-at-6.08.46-PM_487.png" data-mid="672844" border="0" /> <img width="487" height="529" width_o="487" height_o="529" src_o="https://cortex.persona.co/t/original/i/2f8add2c4f1e2dddf9d1049f304077322f8f3fcec525d96f5b041b430f2d6d8b/Screen-shot-2015-01-13-at-6.31.48-PM_487.png" data-mid="672843" border="0" /> <img width="438" height="605" width_o="438" height_o="605" src_o="https://cortex.persona.co/t/original/i/6c633ffacf31743999a8145d9794a80cb9c0c0f34e73e45ddbe90c233ff5b1dc/Screen-shot-2015-01-13-at-6.00.09-PM_438.png" data-mid="672846" border="0" /> <img width="485" height="663" width_o="485" height_o="663" src_o="https://cortex.persona.co/t/original/i/3bf1df8c8bf4e63f6ad44991f813e62f56b0f19d9499857b3f204d0c8d9bd585/Screen-shot-2015-01-13-at-6.09.23-PM_485.png" data-mid="672847" border="0" /> <img width="489" height="474" width_o="489" height_o="474" src_o="https://cortex.persona.co/t/original/i/1e180e5f58ff486d879cf7f392ece97b7ec9edce1409cf86cae160507e6dce75/Screen-shot-2015-01-13-at-6.08.23-PM_489.png" data-mid="672849" border="0" /> <img width="437" height="643" width_o="437" height_o="643" src_o="https://cortex.persona.co/t/original/i/3823c6ec54b33a3108fa3f8eb122c1605c6af8bca79ae60336af7af100af6fdb/Screen-shot-2015-01-13-at-5.59.42-PM_437.png" data-mid="672848" border="0" /> <img width="485" height="414" width_o="485" height_o="414" src_o="https://cortex.persona.co/t/original/i/52ed06f43b945c253db948ace46b6619952f6ebee15817ee871ac4bc39cc3377/Screen-shot-2015-01-13-at-6.09.57-PM_485.png" data-mid="672845" border="0" /> <img width="1025" height="614" width_o="1025" height_o="614" src_o="https://cortex.persona.co/t/original/i/8df1472a821aee711ee13315fe43297ba10c292efd922668a0f83d7921014d02/Screen-shot-2015-01-13-at-6.27.23-PM_1025.png" data-mid="672855" border="0" /> 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.&nbsp;I also supplied 90 out of 100 pins with SEO captions on their holiday Pinterest board that year. <img width="1124" height="693" width_o="1124" height_o="693" src_o="https://cortex.persona.co/t/original/i/4da2f19260fdec396793924fdf0a42103f8a5296c165e78597610be575c76cb0/Screen-shot-2015-01-13-at-5.30.35-PM_1124.png" data-mid="672856" border="0" />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. <img width="565" height="272" width_o="565" height_o="272" src_o="https://cortex.persona.co/t/original/i/4565946d97636b4e7bb1c966779b441100985e2308666e1471045501eadc351f/Evolve-writing-sample-3_565.jpg" data-mid="672863" border="0" /> <img width="558" height="356" width_o="558" height_o="356" src_o="https://cortex.persona.co/t/original/i/b0b51b8152fc3b42bd1a04ece5833b0cd186f2e482b6eb573ab7f0146bd31457/Evolve-writing-sample-2_558.jpg" data-mid="672862" border="0" /> <img width="332" height="345" width_o="332" height_o="345" src_o="https://cortex.persona.co/t/original/i/7107ee8f5c4f5c4b576f4fe24bcfe148e6c01eec00fe1f73d6ebf4c69af8f1d9/Screen-shot-2015-02-03-at-12.02.31-AM_332.png" data-mid="672861" border="0" /> <img width="310" height="353" width_o="310" height_o="353" src_o="https://cortex.persona.co/t/original/i/d470dfa75b150bd58e38bb53c54edc91e718a8c988c8396d99de98b6f9b8ac72/Evolve-writing-sample-1_310.jpg" data-mid="672864" border="0" /> 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%. <img width="638" height="740" width_o="638" height_o="740" src_o="https://cortex.persona.co/t/original/i/4b106c337ac0f8c3081c0f9c02b9b203ea623d657991577c8d0b7bed8f0ff4c9/Screen-shot-2015-02-02-at-11.44.04-PM_638.png" data-mid="672866" border="0" /> <img width="465" height="344" width_o="465" height_o="344" src_o="https://cortex.persona.co/t/original/i/f13d41ec3a8f7efb4092a0409dc2112eaad5d3c17aaaedc658b27968d1480c7b/Mekanism-writing-update-2_465.jpg" data-mid="672865" border="0" /> <img width="528" height="507" width_o="528" height_o="507" src_o="https://cortex.persona.co/t/original/i/3e96d0f3a8c39de5c315ed882d8b3ba09bff01694ad94acad997daa0af659c13/Mekanism-writing-update-1_528.jpg" data-mid="672867" border="0" /> Chin Lu&nbsp;呂錦華 ABOUT ME SERVICES &amp; TESTIMONIALS DIGITAL STRATEGY COPYWRITING WRITING I’ve done copywriting for dozens of brands (both... http://chinhualu.com/Writing Sun, 24 Mar 2019 23:23:17 +0000 CHIN LU Freelance Digital & Social Content Strategist, Copywriter, and Writer 317019 Chin Lu&nbsp;呂錦華 ABOUT ME SERVICES &amp; TESTIMONIALS DIGITAL STRATEGY COPYWRITING WRITING <img width="2288" height="619" width_o="2288" height_o="619" src_o="https://cortex.persona.co/t/original/i/5794d465575dde09940c88eb148a8a7084328f5d99d05d6de32729159606eead/Tin-House-logo_name-house-1.jpg" data-mid="1404826" border="0" /> <img width="445" height="132" width_o="445" height_o="132" src_o="https://cortex.persona.co/t/original/i/2238c58ec0b86da71504e115ab9136c0a018c43238abc9617fd74f13e3866e81/StoryStudio-logo-square-1-copy.jpg" data-mid="1404828" border="0" /> <img width="326" height="110" width_o="326" height_o="110" src_o="https://cortex.persona.co/t/original/i/791e7422bb1c1a3871fde105436198bbee3e6e49778e807813e1eab5d79abbf8/Screen-Shot-2022-08-02-at-2.26.59-PM.png" data-mid="1212764" border="0" /> <img width="1280" height="815" width_o="1280" height_o="815" src_o="https://cortex.persona.co/t/original/i/09f49a1701132c81089a59fb8bc2ced0106023ce07261e08f015b473f274bbab/Refinery29_logo.svg.png" data-mid="672820" border="0" data-scale="53"/> <img width="400" height="126" width_o="400" height_o="126" src_o="https://cortex.persona.co/t/original/i/e0d360561a3014ebcfe08a2dc969b29a45b1df63d006c4cdd583a232ed670e6b/download.png" data-mid="672824" border="0" data-scale="64"/> <img width="365" height="244" width_o="365" height_o="244" src_o="https://cortex.persona.co/t/original/i/d451f9c4db248c888dd9072103eceb7e1610d025c8081a76914968a5ae47db22/bolditalic-logo.png" data-mid="672822" border="0" data-scale="58"/> <img width="560" height="364" width_o="560" height_o="364" src_o="https://cortex.persona.co/t/original/i/7d3069eb008db87ab553918dd6bc9a0386a21bee0018a84be57c1bb2a7f3ed97/joy-sauce-logo-560x364-min.png" data-mid="1205884" border="0" data-scale="75"/> <img width="351" height="143" width_o="351" height_o="143" src_o="https://cortex.persona.co/t/original/i/e943fde71ef019394dc33b03dfa8f6ee2a770b931b7f1b9405caaad89de9188b/SF-Gate-logo.png" data-mid="1254225" border="0" /> I’m a writer specializing in creative non-fiction, personal essays, interviews &amp; profiles of artists, and op-ed. I’m also currently writing a young adult novel, based on my own immigration experience but with a lot more romance.&nbsp;With excerpts of my manuscript, I was accepted into the prestigious Tin House 2025 Winter Online Workshop and the competitive “Novel In a Year” program by StoryStudio Chicago in 2023.&nbsp; For a full list of my writing credentials including all the classes and workshops I’ve taken, I have a writer’s resume here.&nbsp; NOTES: - Some of these publications have sadly gone under, so I‘m linking to saved PDFs of those clips- In 2016, The Bold Italic moved their content to be hosted on Medium instead of their own domain, so comments and shares on all of their stories were lost during this transition The Asian American &amp; Immigrant ExperienceVICE, “The Not-Quite-American Feeling of Being a 1.5 Generation Immigrant”&nbsp;This was picked up by my alma mater UC Berkeley’s alumni association, and TaiwaneseAmerican.org, and taught in San Diego State University’s ESL class 2019-2020.&nbsp; VICE, "Why I'm Proud to Be a Naturalized Citizen in 2017"&nbsp; This story was picked up by Define American, non-profit founded by award-winning journalist Jose Antonio Vargas.VICE, “Being A Teenager Is Hard Enough Without Learning English As a Second Language” This essay was picked up by TaiwaneseAmerican.org and also taught at San Diego State 2019-2020.&nbsp; VICE, "When I Immigrated, TV Taught Me How to Be an American" JoySauce, "Meet ‘The Big Brunch’ Winner Exploring His Japanese and Korean Roots Through Food.” Dating, Relationships, and Sex SF Gate, “My secret to dating in San Francisco is a spreadsheet”&nbsp; This went viral—I received tons of emails from both people who loved it so much they have more questions about the spreadsheet, and people who hated it.&nbsp; Catapult Magazine, “According to ‘Finding Magic Mike,’ Feeling Sexy Is a State of Mind” This personal essay was shared in Ann Friedman’s weekly newsletter.&nbsp; JoySauce, “My Best Friends Taught Me How to Date” Dream State newsletter, “Tips on Cooking for a Lover” edited by Sulagna Misra.&nbsp; The Bold Italic, “Why Yellow Fever is Different Than Having a Type”&nbsp;This is another viral stories of mine. I’ve received both a lot of positive comments and emails as well as hateful ones for this. It was one of The Bold Italic’s top 10 most popular stories ever, shared 7k+ time, reblogged 6k+ times on Tumblr, and received more than 200 comments on the original site. Hotly debated on Reddit. Shared on the Jezebel site&nbsp; as well as tweeted out by&nbsp;@HuffPostSF&nbsp;and&nbsp;@AngryAsianMan.&nbsp;The Bold Italic, “Top 10 Typical Online Dating Profiles”The Bold Italic, “8 Ways to Deal With Your Neighbors’ Loud Sex” Art, Entertainment &amp; Lifestyle Refinery29, “10 Free Apps to Make Your Life Easier”VICE, “Being an Asian Actor is Hard Even Without Scarlett Johansson Taking Your Roles” JoySauce, “For Joy Mao, Slow Fashion is the Only Fashion“VICE, “Hollywood Keeps Hiring White Men to Do an Asian’s Job”East Bay Express, “Movement Merger: My-Linh Le” East Bay Express, Best of East Bay: “Best Role Model for Youth” &amp; “Best Dance Studio”&nbsp;Other Fun Topics The Bold Italic, “Portraits of Cats Dressed in Matching Outfits With Their Owners.” Concepted by me, this popular photo story was picked up by Refinery29 and MamaMia.&nbsp; The Bold Italic,&nbsp;&nbsp;“This Is What A Quarter-Life Crisis Feels Like." Also cross-posted on LinkedIn. Chin Lu&nbsp;呂錦華 ABOUT ME SERVICES &amp; TESTIMONIALS DIGITAL STRATEGY COPYWRITING WRITING I’m a writer specializing in... http://chinhualu.com/Marketing-Strategy Sun, 24 Mar 2019 23:23:02 +0000 CHIN LU Freelance Digital & Social Content Strategist, Copywriter, and Writer 317018 Chin Lu&nbsp;呂錦華 ABOUT ME SERVICES &amp; TESTIMONIALS DIGITAL STRATEGY COPYWRITING WRITING I've worked with an eclectic range of brands and clients. Here's a curated list: Entertainment &amp; 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&nbsp; Google Home, Pixel phone, Lenovo Star Wars: Jedi Challenges, Samsung, Ancestry.com, Google Assistant, Google Chromebooks, eBay, Snapchat AR / Spectacles FinTech&nbsp; SoFi, Charles Schwab, Kikoff Autombile, Travel &amp; Transportation Audi, AAA, Waze, Gig Car Share, Drift by Allstate Food &amp; Beverage Pepsi, Brisk, Constellation Brands, California Pizza Kitchen, Tillamook, Muscle Milk Beauty &amp; Fashion Aéropostale, Tatcha, DKNY, Crocs, GAP, Designer Apparel (now part of ShopStyle) CPG &amp; Retail Brita, Method, Glad Press'n Seal, Force of Nature, FiveBelow Luxury Audi, Tatcha, Jimmyjane&nbsp; International Google, YouTube, Warner Bros., Sony Pictures, Tatcha, Lenovo, Snapchat AR / Spectacles I love doing research &amp; analysis on consumer, culture/interrnet/social content trends, and competitors. They help inform strategy so much! Here are a few examples:&nbsp; <img width="1696" height="966" width_o="1696" height_o="966" src_o="https://cortex.persona.co/t/original/i/50fe7692b10ce006885f330eaa53fb62f149ee0ae738aade5a69bf43636c680c/Screen-Shot-2023-06-02-at-1.20.29-PM.JPEG" data-mid="1316221" border="0" /> <img width="1016" height="915" width_o="1016" height_o="915" src_o="https://cortex.persona.co/t/original/i/d3c8441e9f4b2d523deba27fc6bcf06e4b8e3be52a4688ed122aec03a3996c0e/Screen-Shot-2023-09-15-at-6.35.34-PM-copy.png" data-mid="1316222" border="0" /> <img width="782" height="789" width_o="782" height_o="789" src_o="https://cortex.persona.co/t/original/i/ad114c3b975754270e707b03e1ae9b43c2b62716e026824dc5df48a21b74175a/Screen-Shot-2023-09-15-at-6.35.34-PM.png" data-mid="1316223" border="0" data-scale="90"/> <img width="1534" height="830" width_o="1534" height_o="830" src_o="https://cortex.persona.co/t/original/i/6fc6bfb04e53f887f689ff4da21f424cf19589bde6281c5d4e3723ed5fb37deb/Screenshot-2025-07-17-at-12.22.59PM.png" data-mid="1413375" border="0" /> <img width="1650" height="872" width_o="1650" height_o="872" src_o="https://cortex.persona.co/t/original/i/44f07ed115e255a160b5c4390a9fae2faf23a0c45b4ce3022c92cc4262a532fe/Screenshot-2025-07-17-at-12.23.46PM.png" data-mid="1413376" border="0" /> Below are info about some of my favorite past digital marketing projects. Feel free to reach out and ask about any particular past projects.&nbsp; (NOTE: A lot of the links I used to have here have expired, since the case studies have been removed! It’s expected after having worked for more than a decade unfortunately...) <img width="1124" height="2073" width_o="1124" height_o="2073" src_o="https://cortex.persona.co/t/original/i/a3faa8e92b3ce554df7ffb83d7413ff61f9660c23000b6b1820e37e8c601ae60/IMG_9407.PNG" data-mid="1236173" border="0" data-scale="48"/><img width="1125" height="2092" width_o="1125" height_o="2092" src_o="https://cortex.persona.co/t/original/i/ace957ee020f6e7d2dd7fc88138ae90dda352f0de07c5bce60bd1d1ca27966c9/IMG_9411.PNG" data-mid="1236176" border="0" data-scale="48"/>SoFi:&nbsp;Break Up song challenge,&nbsp;Money Move dance 2 UGC TikTok contests with influencer hook. Across paid, organic and paid,&nbsp; #SoFiMoneyMoves has a total of 9.3B views with 1.1M videos, #SoFiBreakUpChallenge 11.4B views with 12.8K videos.&nbsp; Influencer research, hashtag strategy, community engagement strategy, launch strategy. PR coverage on Yahoo Finance, US weekly, etc <img width="680" height="383" width_o="680" height_o="383" src_o="https://cortex.persona.co/t/original/i/38fb82540900bd45a954643e1e245f9b30c429b9ff2c2840cf3f0c17aa8e2d30/5AU-ONa6.png" data-mid="1236175" border="0" />SoFi:&nbsp; Financially Ever AfterA multichannel social media event with Esther Perel and reality TV celeb couple influencers:&nbsp; Twitter live event launch strategy, pre-event promotion strategy, and post-event engagement strategy across Twitter, Instagram, and web. Press coverage on AdWeek and CNBC. <img width="603" height="633" width_o="603" height_o="633" src_o="https://cortex.persona.co/t/original/i/184f279c18b853f713d906dbfafcaa76e076deb86da8c21182b85afc9e367a9b/Screen-Shot-2022-10-30-at-3.35.20-PM.png" data-mid="1236177" border="0" />SoFi:&nbsp; Your Next DollarA reoccurring Twitter &amp; LinkedIn educational live event series with a certified financial planner: example link. Concepting relevant weekly topics and content as well as community engagement strategy.&nbsp; <img width="1184" height="458" width_o="1184" height_o="458" src_o="https://cortex.persona.co/t/original/i/f27da85e7c65dfb5cd266b146727ab015a93faf9e11cfb95c0ff2040b51f50f3/Screen-Shot-2022-04-05-at-6.03.11-PM.png" data-mid="1236178" border="0" />SoFi:&nbsp; Day-to-Day Real-Time Content CreationMonitoring, 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. &nbsp; &nbsp; <img width="1280" height="720" width_o="1280" height_o="720" src_o="https://cortex.persona.co/t/original/i/1b1fbdbe8a82214d0f7d51d8745dace74e2fab82fa3dffe78d82aa09d5c866c8/rewind-thumbnail.jpg" data-mid="672721" border="0" />YouTube Rewind&nbsp; 2017, 2018 Haters gonna hate—This is still the biggest YouTube video every single year.&nbsp; I helped coordinate the launch process as well as wrote the titles and descriptions for the Easter Egg videos series both years.&nbsp; <img width="1280" height="720" width_o="1280" height_o="720" src_o="https://cortex.persona.co/t/original/i/303cdd17acb3483e8cef4d3bb8b9afe3199c97760a1df3f40ae6e8ef4b4f3c2d/maxresdefault-1.jpg" data-mid="734773" border="0" /> 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. <img width="1280" height="720" width_o="1280" height_o="720" src_o="https://cortex.persona.co/t/original/i/a8137b82bb92444b0f340a861f17fa16c77a2611eef4bc78091bb6d01aaad115/5mfh-thumb.jpg" data-mid="672767" border="0" /> 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.&nbsp; <img width="1280" height="720" width_o="1280" height_o="720" src_o="https://cortex.persona.co/t/original/i/fc8b0fc306f96975559c4765c2eac3f81fc5bdfa8444a191defbdd3a4589df69/ppp3-thumb.jpg" data-mid="672761" border="0" /> Pitch Perfect 3 with Universal 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&nbsp; 2.7 millions views and 100k engagements in total. <img width="1280" height="720" width_o="1280" height_o="720" src_o="https://cortex.persona.co/t/original/i/9d3d3c69fc7d10f31bc1fc415880649dda76d1311d27973764c8ade81a411c3a/maxresdefault-2.jpg" data-mid="734774" border="0" />Upside Down Cooking Challenge for Glad’s Press’n Seal&nbsp; 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.&nbsp; This multichannel campaign won the Streamy Award for Best Branded Content Video.&nbsp; <img width="1280" height="720" width_o="1280" height_o="720" src_o="https://cortex.persona.co/t/original/i/5bcf70d4309d6f164993c07acb75617b7fc9ac3d95dae8bce9df2fea454b5ed9/KING-Supercut-Thumbnail-20170914-1.jpg" data-mid="672768" border="0" /> 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.&nbsp; <img width="1280" height="720" width_o="1280" height_o="720" src_o="https://cortex.persona.co/t/original/i/00ba0adf16dd526f7d941770cc160030f2e43611913b38d5e3c2e35cfb5b0a5d/better-google-home.jpeg" data-mid="1236174" border="0" /> GoogleGoogle Home 2017, 2018 Google Pixel 2017, 2018 It’s always nice to have repeat clients where I can impact how the project evolve. We launched 7 different hardware products, and I’m proud of the diverse array of the dozens of creators showcased. &nbsp; <img width="685" height="450" width_o="685" height_o="450" src_o="https://cortex.persona.co/t/original/i/a6d9d9b1f857b3410db63b16320a80c4dbfe6566e16c18d7a2a4924e8f0bf7db/Screen-Shot-2019-01-09-at-12.09.21-AM.png" data-mid="672773" border="0" data-scale="85"/>Audi of America Social 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&nbsp; 24 Hours of Le Mans/Forza event, it was quite a ride.&nbsp; <img width="2756" height="1595" width_o="2756" height_o="1595" src_o="https://cortex.persona.co/t/original/i/e5e852320e135ee999f7dd1a291150b1fe033c86a0583efd8de5ce2cc3974907/Screen-Shot-2019-07-23-at-11.35.04-AM.png" data-mid="748111" border="0" />Pepsi x Beyonce Super Bowl 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.&nbsp; <img width="2784" height="1697" width_o="2784" height_o="1697" src_o="https://cortex.persona.co/t/original/i/942fc87eeeed34f9ec989e85cca020a87e3708f6474c6c8903e97ef322fa6ed3/Screen-Shot-2019-07-23-at-12.10.52-PM.png" data-mid="748125" border="0" /> Brisk: 2011 and 2012 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&nbsp; and 31% increase in sales as a result. The branded mobile game incentivizing product purchase was downloaded 2 million times, too. <img width="1280" height="720" width_o="1280" height_o="720" src_o="https://cortex.persona.co/t/original/i/e5ded54535f863b2e6a9c7d234e90ebd4e9794f69a988f375fa7eec95b20c350/maxresdefault-4.jpg" data-mid="748134" border="0" />YouTube TV x 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. <img width="2733" height="1824" width_o="2733" height_o="1824" src_o="https://cortex.persona.co/t/original/i/3140ec1fa1418ac71d247765160bfb8ebdab13fd64d33e88240d67ed74271bc0/ctg_omgitsfirefoxx_rt_0069.jpg" data-mid="672738" border="0" />Google Play: Change the GameThis 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. <img width="1193" height="803" width_o="1193" height_o="803" src_o="https://cortex.persona.co/t/original/i/20bc7ae1546c6ec49b821c7a6cdfc76cfa2c4ff5d16bb091e8d64e006cf107a6/Screen-Shot-2019-01-09-at-12.13.16-AM.png" data-mid="672776" border="0" data-scale="75"/> 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. <img width="820" height="820" width_o="820" height_o="820" src_o="https://cortex.persona.co/t/original/i/925a54483f97049c362a59c077f2b22dc22e84ed85c683974b55944af8c5b889/8_PS_2Cheetos.jpg" data-mid="672777" border="0" data-scale="70"/> Method: 2013 and 2016 As luck would have it, I helped the innovative and environmentally friendly cleaning products brand to create exciting online campaigns at two separate agencies: from social media activations, content calendering, to social ads such as Promoted Pins on Pinterest.&nbsp; <img width="1440" height="679" width_o="1440" height_o="679" src_o="https://cortex.persona.co/t/original/i/155a79cb67ec3d6d03f67eb19660f7bcdb70567980c58231124c178ad4f983f4/Screen-Shot-2019-01-09-at-12.15.13-AM-1.png" data-mid="672778" border="0" /> 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.&nbsp; Chin Lu&nbsp;呂錦華 ABOUT ME SERVICES &amp; TESTIMONIALS DIGITAL STRATEGY COPYWRITING WRITING I've worked with an eclectic range of brands and... http://chinhualu.com/Speaking-Engagements Thu, 21 Mar 2019 05:50:38 +0000 CHIN LU Freelance Digital & Social Content Strategist, Copywriter, and Writer 316567 Chin Lu&nbsp;呂錦華 ABOUT ME SERVICES &amp; TESTIMONIALS DIGITAL STRATEGY COPYWRITING WRITING Speaking Engagements As an intersectional feminist 1.5th generation Taiwanese American immigrant, I love talking to young people and students, especially those from underserved&nbsp; communities such as people of color, LGBTQ, immigrants, and lower-income families to inspire and help them navigate career paths.&nbsp; East Bay College Fund (Part of Oakland Promise), Business Career Panel: July 2019University of Pennsylvania, Intercollegiate Taiwanese American Students Association Conference workshop leader: February 2019UC Berkeley, CalTV alumni panel: April 2014, March 2017, March 2019 USF, Creativity in Business Class guest speaker: November 2013UC Berkeley, Undergraduate Marketing Association alumni panel: April 2012 I’m open to being a speaker or guest on podcasts and other speaking opportunities: Contact me via email here.&nbsp; <img width="1010" height="764" width_o="1010" height_o="764" src_o="https://cortex.persona.co/t/original/i/bba14bd4f902a944e68e34217e1f03ae7d6cfdea12ae5556f15232d60e926989/Screenshot-2019-03-24-at-5.36.02-PM.png" data-mid="672783" border="0" /> <img width="2048" height="1536" width_o="2048" height_o="1536" src_o="https://cortex.persona.co/t/original/i/76523fdfae85ec1d5ef8c32541326b3fcf173dd36b86e19c3c15194035dbf82e/902853_10151987107080977_49247007_o.jpg" data-mid="672780" border="0" /> <img width="716" height="960" width_o="716" height_o="960" src_o="https://cortex.persona.co/t/original/i/891a6c670c49519375dc5175a632574658995451868c2bf0b11ed93993e89196/1456795_10102581456467353_1925082884_n.jpg" data-mid="672779" border="0" /> <img width="2446" height="2720" width_o="2446" height_o="2720" src_o="https://cortex.persona.co/t/original/i/543472b66335e2337b8e7aa58a6a02d875fdab72e1e145d0213a2056fcb37f5c/IMG_1225---Edited.jpg" data-mid="672781" border="0" /> Chin Lu&nbsp;呂錦華 ABOUT ME SERVICES &amp; TESTIMONIALS DIGITAL STRATEGY COPYWRITING WRITING Speaking Engagements As an intersectional feminist... http://chinhualu.com/Home-Page Mon, 17 Aug 2015 23:34:03 +0000 CHIN LU Freelance Digital & Social Content Strategist, Copywriter, and Writer 305888 Chin Lu&nbsp;呂錦華 ABOUT ME SERVICES &amp; TESTIMONIALS DIGITAL STRATEGY COPYWRITING WRITING <img width="1299" height="1299" width_o="1299" height_o="1299" src_o="https://cortex.persona.co/t/original/i/f1c4740a7fc03f6ffcf78a1b7b22e64b0c47d27421dfc3995b5de99d02438e15/Chin-Lu-headshot-for-Joysauce.JPG" data-mid="1179045" border="0" data-scale="51"/> Hi there! I’m a seasoned Asian American freelance digital marketing strategist and writer/copywriter with 15 years of experience available for commission. My editorial writing has been published at places like VICE, and I still occasionally receive hate/fan e-mail for two of my essays that went viral years ago. Currently I’m writing a young adult romance novel!&nbsp;With excerpts of my manuscript, I was accepted into the prestigious Tin House 2025 Winter Online Workshop and the competitive “Novel In a Year” program by StoryStudio Chicago in 2023. Marketing-wise, I’ve worked at both award-winning agencies and gone in-house as well, working with Fortune 500 Brands like Google/YouTube, Audi, eBay, and HBO. &nbsp;&nbsp; - Want to work with me on a writing project? See my past bylines - Want to hire me for freelance projects? Here are my past sample&nbsp;copywriting,&nbsp;marketing&nbsp;strategy, and&nbsp;speaking engagements work - Want to contact me or learn more? See the About Me page - Full list of service offerings with select testimonials here - Here’s my LinkedIn page Chin Lu&nbsp;呂錦華 ABOUT ME SERVICES &amp; TESTIMONIALS DIGITAL STRATEGY COPYWRITING WRITING Hi there! I’m a seasoned Asian American freelance...