Fiverr
strategy - brand - social - entertainment - gaming
Currently...
Living in Los Angeles 🌴
Watching Abbott Elementary, Hannah Montana (for the 5th time) 🎬
Reading Realm of the Elderings📚
Playing VALORANT, Marvel Rivals, Sims 4 🎮
Listening to Laufey, Rotten Mango, The Bald and The Beautiful 🎧
Obsessed with Heated Rivalry (who still isn't lol) 🤪
I’ve got a knack for crafting narratives that bridge brands with their communities because I know everyone loves a good story. By combining my expertise in fandom culture and interpreting data-driven insights, I build social strategies that foster meaningful engagement and brand growth.
Right now I'm a Creative Strategist at hi5.agency leading social strategy for Crunchyroll and open to opportunities in gaming and entertainment where I can continue to hone my skillsets in developing large-scale campaigns and brand strategies that expand communities.
Email: emilyyu97@gmail.com
Phone: (832)-480-8130
HELLO! I'M EMILY YU
Crunchyroll
As the largest streaming platform for anime, Crunchyroll wanted to cultivate a space for anime lovers that deepen existing loyalty between Crunchyroll and their audiences with always-on digital content across all their socials.
We understood that throughout the fan journey, the social sphere is where love for the IP transforms into identity, community, and culture. So by pitching and delivering a steady stream of social-first engagement pieces and reactive opportunities, we carved out a space for audiences to actively belong and participate in community-driven conversations and engagements – maintaining a minimum 2.0% Engagement Rate across all platforms MoM.
From creative ideation to final delivery, I work closely with our internal leads and Crunchyroll partners (Brand Managers, Licensors, Japan teams, Social Media Managers) to ensure that concepts feel authentic to the anime community and assets properly meet licensor & brand guidelines. I also get to weeb out for work. ✌️
Spotify
During 2020-2022, the podcast market experienced a huge growth phase, causing Spotify to shift from a music-only service to the leading platform where all types of listening happens.
As their social AOR, we looked into the podcast social landscape to understand how listeners are talking about podcasts, how they’re sharing them, and what kind of content they want to see more of to guide our @SpotifyPodcasts channel refresh.
We saw the opportunity to highlight the voices and conversations we knew would gain traction with evolving evergreen social series, podcast rebrands, and tentpole campaign moments to solidify @SpotifyPodcasts social presence – meeting channel KPIs on a month to month basis.
While keeping myself in the know of the podcast space to make sure our content stays relevant, I collaborated with our Analytics and client partners to analyze data insights to provide recommendations and strategic opportunities to our channel approaches. Following frequent strategic alignments with Spotify’s social team, I worked closely with our Creative and Social leads to implement these new changes through changes to the visual identity and social formats that drive our always-on content.
Meta
Starting in 2023, we partnered with Meta to position the Meta Quest devices and their user-generated sandbox universe, Meta Horizon, as the social playground full of experiences that expand the world of gaming – targeting TAYA (teens and young adults) social gamers to build connections with each other and grow their love of play.
With discovery and community at the forefront, we leveraged trending social formats and engagement pieces to support the launch of new AAA VR games & celebrate popular games/worlds available in the Meta Quest devices; driving hype and FOMO for our target audiences.
Throughout our partnership, I led the strategy for our Meta Horizon channels and provided strategic support for AAA VR game launches, making sure that each tactic ladders back up to our brand goals and strategy. I loved immersing myself in the world of VR gaming by jumping in headset as talent to support our Creative leads & Meta Production teams and contributing to the pre-production stage of each video shoot to ensure that brand and game capture rules and guidelines are carefully met.
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