FUNIMATION (now Crunchyroll) • ENTERTAINMENT & BRAND MARKETING
Turning fan interest into action.
An integrated home video campaign for Lord Marksman and Vanadis, built without an allocated promotional budget.
An integrated home video campaign for Lord Marksman and Vanadis, built without an allocated promotional budget.
147% above sales projections in 12 months
Lord Marksman and Vanadis Blu-ray + DVD release
Campaign strategy · Creative direction · Cross-functional leadership · Fan engagement
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MY ROLE
MY ROLE
Associate Brand Manager, FUNIMATION/CRUNCHYROLL • GTM Lead
I owned campaign strategy, creative briefing, and brand direction through approvals for the Lord Marksman and Vanadis home video release. I coordinated execution with the creative, social, and email teams, developed the quiz concept, and co-hosted a livestream with the cast and crew.
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Featured campaign • LORD MARKSMAN AND VANADIS
Featured campaign • LORD MARKSMAN AND VANADIS
Build demand without a promotional budget.
The Blu-ray + DVD release had no allocated promotional budget. I built a campaign around resources already available to the brand: owned channels, in-house creative support, and the people behind the show.
The strategy combined release messaging with interactive content and cast participation, giving fans several ways to discover the title and engage with its world.
Lord Marksman and Vanadis home video campaign. I provided brand direction for the website banner creative.
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STRATEGY & DECISIONS
STRATEGY & DECISIONS
Give fans a reason to participate.
Turn character discovery into a social concept.
Turn character discovery into a social concept.
I developed a quiz comparing the show’s strong female characters with Greek goddesses. Social posts invited fans to take the quiz on Funimation’s blog, creating a path from social engagement to the brand’s website.
Use owned channels to support the release.
Use owned channels to support the release.
I briefed the in-house agency on the trailer and provided brand direction through approvals. I also directed the website banner creative and worked with the email team to schedule and approve pre-order and available-now messages.
Bring the cast into the campaign.
Bring the cast into the campaign.
I gathered the cast and crew and co-hosted a live-streamed wrap-up party with ADR Director Caitlin Glass. The actors promoted the show through their social audiences, while fans could join the conversation through #LordMarksmanParty.
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THE CAMPAIGN ACROSS TOUCHPOINTS
One release. Connected creative.
Trailer and website banner introduced the release. Social and blog content invited participation. Email supported pre-order and launch messaging. The cast livestream created a direct connection with fans.
The same title story carried across six campaign components.
Social quiz: concept developed by me, executed in collaboration with the social team.
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ADDITIONAL WORK • DRAGON BALL SUPER
ADDITIONAL WORK • DRAGON BALL SUPER
Help fans catch up—and look ahead.
I developed the Dragon Ball Super “Crash Course” timeline with the creative team to promote the anticipated new season. By bringing past story arcs, characters, and Goku’s evolution into one visual reference, the piece gave returning fans a refresher and newer viewers context for the upcoming story.
Dragon Ball Super “Crash Course” timeline. Developed with the creative team for the social campaign; artwork and layout were a collaborative effort.
