At Republica Havas I honed my copywriting and brand positioning skills, took on creative challenges, blank briefs, and a portfolio of multi-cultural consumer brands.
Gloria Ferrer Winery | Brand strategy and social media campaign
Market and audience research, brand positioning, social media campaign, copywriting, content creation
Most people only think of sparkling wine when they need a toast for celebrations. I used this insight to craft “Toast to Today,” a new tagline and social campaign positioning to remind Millenial women that “special” isn’t the only occasion.
Our #ToastToToday social campaign shared unexpected recipe pairings, seasonal and trending topics, and reminders to live in every moment. Within a few months, we transformed the brand’s look and feel, increased Gloria Ferrer’s engagement rate by 50% and gained over 3k new followers.
Feed transformation below – drag to see the before and after
Post examples
Baptist Health Miami Beach | Digital marketing campaign
Copywriting, client pitching, video production, influencer marketing
Baptist Health, a well-known hospital in Miami, opened a new location on Miami Beach, a community filled with artistic, creative, and entrepreneurial people. It is also a notoriously tight community filled with close-knit relationships and a shared skepticism of outsiders.
Knowing these things about Miami Beach, we pitched the idea of leveraging well-known, well-loved, and totally local influencers across music, exercise, activism, and sports to spread the news. I conducted research to identify potential influencers, wrote, and storyboarded our digital video ads.
Tank Brewing | Case Study Creation
Video production, creative direction
Our team was pitching to a new spirits brand, and needed last minute collateral to pump up their deck.
I was asked to create a case study for our work with The Tank Brewing, a beloved Miami brewery, within a day.
With a few supers, a little digging in our company server, and a video editor that trusted my creative direction, we built this video overnight, impressed clients and won us the pitch.
Jinn Liu 