Case Studies

Yohana

Panasonic Well was an AI venture incubator within Panasonic Group focused on building consumer wellness products.

Yohana was the first consumer offering: a family concierge service designed to help parents manage their mental load through task delegation. I was recruited pre-launch to build social and influencer programming.

  • Yohana was Panasonic Well’s first consumer offering: a family concierge service designed to help parents manage their mental load.

    As an entirely new type of offering, we faced several foundational challenges:

    • Category creation: Educating parents on how a tech-enabled concierge could ease the “mental load” through task delegation and ongoing support.

    • New ground for Panasonic: Establishing credibility in the wellness and family support space while translating Panasonic’s legacy and trust into a consumer-facing brand.

    • Crowded market: Competing in a saturated family and parenting landscape required clear differentiation.

  • Built an integrated social and influencer strategy to accelerate adoption and trust in a new category:

    • Community-first positioning: Anchored brand messaging in parental burnout and mental load, prioritizing emotional resonance and relatability over product-first storytelling.

    • Persona-driven creator strategy: Focused on Millennial Parent creators aligned with Yohana’s core audience dynamics, emphasizing trust, relatability, and engagement quality.

    • Test-and-scale influencer model: Designed a performance-oriented system to identify high-impact creators and scalable audience profiles through continuous measurement and optimization.

    • Always-on & launch amplification: Balanced sustained creator activity with tentpole brand moments to maximize visibility and awareness compounding.

    • UGC-driven performance loop: Leveraged creator content to power paid acquisition, improving creative effectiveness and reducing CAC.

  • Social Launch & Growth:

    • Built Yohana’s social presence from 0 → 30K+ followers
    • Established brand voice and content strategy
    • Drove 5.8M monthly impressions at peak

    Influencer & Creator Strategy:

    • Creator-driven UGC produced 66% of top-performing paid ads
    • Reduced CAC by 40% through UGC-powered acquisition

    Launch Impact:

    • Supported national launch generating 1.03B media impressions
    • Accelerated early awareness and audience growth

  • Creator-Led Category Education

    Partnered with parent creators to translate Yohana’s value proposition into relatable, real-life delegation scenarios, driving trust and category understanding.

  • National Launch

    Joined the team ahead of Yohana’s national launch, building social and influencer strategy and supporting brand and PR initiatives. The launch generated 1.03B media impressions and accelerated early audience growth.

  • Narrative-Driven Brand Storytelling

    Built storytelling frameworks reinforcing Yohana’s positioning around delegation, mental load, and parental self-compassion.

  • UGC-Powered Performance

    Built always-on user-generated-content program. UGC-driven assets accounted for 66% of top-performing ads and reduced acquisition costs by 44%.

  • Social-Led Product Education

    Designed social content translating Yohana’s value proposition into practical delegation behaviors and everyday use cases. Grew social channels from 0 to 30K+ in under a year.

Raised Real

Raised Real was a direct-to-consumer baby food brand offering subscription-based meal plans designed around convenience and nutrition.

As a digitally native brand, growth depended heavily on performance marketing, retention, and continuous product innovation. Raised Real was acquired by Once Upon a Farm in 2021.

I led social, influencer, and brand partnership strategy.

  • Balancing nutritional credibility with relatable, trust-building communication in a category defined by parental scrutiny and emotional decision-making.

  • Built social frameworks rooted in nutrition education, parental empathy, and trust-driven storytelling, supported by partnerships with relevant brands and creators.

  • Social Growth & Brand Trust

    • Grew Instagram audience by 45%
    • Developed parenting-centered brand storytelling
    • Reinforced trust and relatability through social content

    Influencer & Creator Strategy

    • Managed 100+ monthly influencer partnerships
    • Creator & UGC content drove 40% of acquisition revenue
    • Built ambassador ecosystem supporting trust-driven discovery

    Content & Creative Production

    • Produced original photography and brand creative
    • Developed launch and product storytelling assets
    • Supported social, email, and web campaigns

  • Trust-Driven Storytelling

    Brand storytelling designed to reinforce parental trust.

  • Nutrition & Product Education

    Educational content reinforcing ingredient credibility, nutritional value, and informed parental decision-making.

  • Creator & Ambassador Ecosystem

    Managed 100+ monthly partnerships per month. Creator & UGC content drove 40% of monthly acquisition revenue.

  • Content & Visual Systems

    Original photography and creative assets supporting product launches and cross-channel brand storytelling.