Campaigns that resonate

Transforming traditional music promotion on YouTube Shorts into a collaborative fan-driven event.

By leveraging fandoms and market research, I provided cultural insight and creative feedback on over 45 marketing campaigns supporting new music launches. I introduced workflows to surface timely trends and bridged the intelligence gap between marketing teams, agency partners, and high-profile artists and their teams. Notable campaigns featured releases from the following:

BTS

✦

Rosé

✦

Sabrina Carpenter

✦

Taylor Swift

✦

Mariah Carey

✦

Olivia Rodrigo

✦

Tyla

✦

NewJeans

✦

Lisa

✦

BLACKPINK

✦

Dua Lipa

✦

BTS ✦ Rosé ✦ Sabrina Carpenter ✦ Taylor Swift ✦ Mariah Carey ✦ Olivia Rodrigo ✦ Tyla ✦ NewJeans ✦ Lisa ✦ BLACKPINK ✦ Dua Lipa ✦

High-impact success came out of these campaigns as seen in some highlights below. 

#MyBTStory

✦ Generated over 440K fan submissions 

✦ Won the Webby Award for Best Community or Fan Engagement

Rosé ft. Bruno Mars "APT" Shorts Challenge

✦ Outperformed projected benchmarks with over 6M creations to date 

✦ The Webby Awards’ People’s Voice Winner for Arts & Entertainment (Video)

 Sabrina Carpenter “Espresso” Shorts Challenge 

✦ Received overwhelming Gen Z participation, receiving over 1M creations to date

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