— Project overview
In collaboration with Netflix’s XO, Kitty season 2, good light launched the XO, Kissy Lip Set. The launch introduced Lip Nectar, a multi-peptide lip treatment that keeps your lips hydrated and protected all day. I supported this launch by contributing to marketing strategy and activations, CRM strategy and implementation, and influencer/social media content.
— Goals & Objectives
With XO, Kitty being Netflix’s #1 title for Gen Alpha and Gen Z audiences and boasting a big following of (2.2M Instagram followers, #4 most-tweeted Netflix show), the aim of this collaboration was to:
Drive product awareness among a younger, digitally-savvy demographic.
Introduce the new product good light, Lip Nectar, leveraging the popularity of XO, Kitty.
Celebrate Korean culture and inclusive storytelling.
KPIs: revenue, total sessions, customer retention, customer acquisition, and engagement rates across email, SMS, and social media platforms.
– Launch Strategy
Audience: Focused on Gen Z consumers, with an emphasis on beauty enthusiasts and fans of Korean pop culture/K-dramas, leveraging XO, Kitty's existing fanbase, known for affinity for beauty and lifestyle content.
Positioning: Messaging that merges K-drama excitement with an innovation in K-beauty. Positioning the product as the perfect companion for every "Seoul-worthy adventure" while maintaining playful, romantic, and inclusive messaging.
Channels: Social media, SMS, email, press coverage, and influencer seeding.
— Execution
CRM & Email Marketing
Created custom sign-up units on the website to collect email addresses for product launch notifications.
Assisted in the creation and scheduling of multiple teaser, launch, and post-launch emails.
Segment lists to personalize the messaging based on previous purchase behavior and engagement history.
A/B tested subject lines and optimized send times to maximize open rates and click-throughs.
Social Media & Influencer
Assisted in planning and rolling out a 10-day teaser countdown leading to the set launch.
Helped build and refine influencer lists, focusing on Korean and K-beauty creators and XO, Kitty fans.
Crafting social copy that balanced XO, Kitty with product benefit storytelling.
Monitored performance and engagement trends on influencer posts and organic channels to adjust strategy in real time.
E-commerce
Built product page for the new product, aligning copy with both XO, Kitty storytelling and product benefit.
Collaborated on creating landing pages and homepages to ensure a seamless and engaging UX.
Strategically placed launch-related content across the site, including banners, feature sections, and cross-selling modules to maximize visibility and click-throughs.
Track performance of on-site content using analytics tools, making adjustments as needed to improve engagement and drive conversions.
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In the first 30 days of the collaboration, we saw...
+183%
increase in website visitors.
+138%
increase in sales.
67.17%
returning customer rate.
+475%
increase in non-follower accounts engaged.
— Insights & Takeaways
Cross-channel alignment is critical: Sign-up units to email, social, and site experience, aligning messaging and visuals across all touchpoints improve the customer journey and campaign clarity.
Consistent retailer growth: Sales through retailers (Ulta Beauty) performed exceptionally well, sustaining momentum beyond the initial spike. Making distribution through retailers a non-negotiable for future limited edition collaboration.
Data-driven optimization: Monitoring site performance in real-time allowed me to make quick adjustments, improving page engagement and click-through rates.
Strategic partnerships: Collaborating with a global brand like Netflix amplified good light's visibility and unlocked access to new audiences. It reinforced the value of cultural moments and fandom marketing in driving conversion.
