United States of Kawaii

The United States of Kawaii is an eCommerce brand focused on bringing the Japanese culture of kawaii (cute) to the United States. In 2022 the brand launched products from Amazon utilizing affiliate marketing strategies to reach a broader audience. Eventually, the brand introduced its club of kawaii characters to help build loyalty and connection between themselves and their customers.

Website
www.unitedstatesofkawaii.com

Timeframe
2022 - 2023

Social Channels

Facebook, Instagram, TikTok

Summary

As Brand Marketing Lead for United States of Kawaii, I was responsible for various marketing efforts. These efforts included social media content strategy, product sourcing, optimizing product and blog pages, and developing Kawaii characters. Additionally, I created Meta ads and coordinated influencer collaborations.

The following works are a sample of my marketing efforts. Additional examples are available upon request.

Videography

Below are samples of short-form videos created for USK’s Instagram and TikTok profiles. These samples represent content planning, videography and editing skills, creative writing, and community engagement.

IG Reels

TikTok Videos

@unitedstatesofkawaii Coloring🖍️ is our favorite form of therapy. Let go of your worries and put pencil to paper. See what happens! ✨ #coloringtherapy #coloringaddict ♬ I Think I Like When It Rains - WILLIS
@unitedstatesofkawaii Cat naps have never been so stylish. 😴 With a playful hammock like this, your kitty may want to play with its strings before hopping up on the cushion for a snooze. 😻🐾 #cataccessories #catthings #catbed #cathammock #cathammockbed ♬ original sound - Lovelycat991
@unitedstatesofkawaii This cute Heart French Press Coffee Maker will make your mornings even more heartwarming.🥰 Who will you share a brew with today?☕️ #coffeepress #coffeemaker #pinkthings #kawaiithings #heartshaped #golddetails #coffeetime☕ #coffeeclub #frenchpresscoffee ♬ I must apologise

Influencer Relations

Being a new brand, our primary partnership goal was to generate brand awareness among a Gen Z audience. Here are a few pieces of coverage secured at the end of 2022 and the beginning of 2023. The below pieces represent relationship building, campaign planning and execution, and performance reporting.

More examples are available by request.

Character Development

To further build connection among the online community we had made, we determined that launching our own branded group of relatable characters would be a fun way to start building that connection.

I was tasked with developing the personas for each character and guiding the creative team on the look for each. Below is a brief look at each character. Additional persona examples and stories are available upon request.

Creative Writing

To increase website traffic, we occasionally shared blog posts. These posts focused on highlighting seasonal products through relatable lifestyle recommendations. Additionally, we shared posts that helped further expand on each kawaii character's stories.

The below links you to a handful of blog posts I wrote for United States of Kawaii.