SUPCASE
SUPCASE & I-Blason
2023-NOW
Overview
As an Art Director, I led full-funnel content strategy and execution across Instagram, TikTok, Meta, and YouTube, tailoring creative to platform behaviors and user journeys. Through audience-centric and culturally resonant storytelling, I drove measurable results, including lifting ad conversion rates from 3% to 8%, boosting engagement by 21%, and achieving 19% follower growth. On TikTok, I repositioned content with trend-based narratives that generated a 90% increase in sales, while targeted email campaigns and optimized third-party ad funnels contributed to a 27% rise in website purchases. Beyond creative direction, I managed an integrated content calendar and rollout plan, coordinating with cross-functional teams in China, the UK, and Malaysia to deliver timely, localized, and brand-consistent campaigns. Key role: Art direction, Global marketing
Work Review
Insight
When I first joined, our social media presence was largely driven by unboxing videos, which limited our audience to a narrow and highly vertical segment, making it difficult to attract new customers. I repositioned our content strategy by introducing fashion-forward elements and refining the overall visual style, which significantly increased brand visibility across platforms. In addition, I initiated collaborations with new influencers from diverse niches, expanding our reach beyond the existing customer base. This not only diversified our audience but also elevated engagement rates, creating a more dynamic and sustainable community around the brand.
