Fireflies was a vertical slice launched with no existing audience, brand recognition, or marketing budget, under a compressed production timeline. The challenge was building a social presence from zero and generating authentic interest and early community traction ahead of investor conversations.

With a small team and limited resources, the strategy centered on organic growth through consistent, purposeful content. Every post was designed to communicate the game's identity, showcase progress, and encourage engagement, using social media as both a marketing channel and proof of momentum. The goal was not just to post updates, but to make the vertical slice feel active, legible, and worth following while the team continued building toward its next milestone.

Within just two weeks of posting, Fireflies built real traction across three platforms with zero paid promotion and no existing audience. Every number below came from organic content alone.

Rose City Neighborhood Preschool needed guidance on how to make its social media presence more useful, consistent, and connected to enrollment goals. The school already had a meaningful mission and a strong sense of community, but its social content needed clearer direction so families could quickly understand what made the preschool different, what values shaped the classroom experience, and why the program was worth considering. My role focused less on owning every post and more on acting as a social media marketing consultant for the school.

I helped answer marketing questions, review what was and was not working, and develop strategies for posts that could better reach families. That included thinking through how to frame enrollment messaging, how to make everyday classroom moments feel relevant to prospective parents, and how to use Facebook and Instagram as tools for trust-building rather than simple announcements. The goal was to help the school communicate its value more clearly, support community awareness, and create a stronger connection between social media activity and the families it wanted to reach.

This engagement focused on consulting and content creation for a small community organization. Rather than volume, the goal was clarity — giving the school stronger messaging, better-framed posts, and a more intentional presence on both platforms.

This project investigated how Umamusume: Pretty Derby executed its ad campaign across social platforms during its 2025 global launch. The goal was to examine creative strategy, platform-specific targeting, and cross-media messaging to understand what made its marketing so effective at reaching audiences far outside its home market.

Developed by Cygames and originally released in Japan in February 2021, the game had already earned over $2.4 billion domestically before expanding globally in June 2025. What makes this campaign worth studying is not just its scale, but how it was built. Cygames operates with a vertically integrated creative ecosystem, producing its animation, music, and 3D assets entirely in-house through subsidiaries like CygamesPictures and Cymusic. This structure gave the brand total creative control and allowed every piece of marketing content, from game trailers to idol concert videos, to carry a consistent emotional tone.

The international rollout was the result of years of groundwork. The game launched on App Store, Google Play, and Steam simultaneously, and within 30 days had generated $45.4 million globally, with over 50% of that revenue coming from outside Japan. By month two, the overseas share had climbed to 57%, led by the United States at $15.6 million.

Five platforms were examined as part of this analysis: Twitter/X, YouTube, TikTok, Reddit, and Spotify. Each served a different function within a carefully phased, transmedia marketing strategy built around emotional storytelling, real-world racing culture, and community-driven engagement. Together they paint a picture of a campaign that succeeded not by flooding feeds with ads, but by giving fans something genuine to connect with.

Key findings across the five platforms examined - Twitter/X, YouTube, TikTok, Reddit, and Spotify.