CV Unwrapped | End-of-Year Campaign for Collective Voice: CV Unwrapped reimagined year-end messaging by transforming traditional performance recaps into an immersive, personalized storytelling experience. Instead of presenting static revenue summaries, I developed a future-forward concept inspired by tarot cards, crystal balls, and horoscopes, reframing creator data as playful “predictions” about their growth and next chapter.
Working in close collaboration with Visual Design, we built a cohesive world across: Personalized email narratives, social-first, shareable stat cards, curiosity-driven push notifications, and an interactive recap landing page experience. The campaign balanced emotional storytelling with data credibility, ensuring personalization felt authentic rather than mechanical.
The result: the campaign significantly outperformed prior year-end benchmarks across email, push, and on-platform engagement, with marked lifts in opens, click-through, and creator activity. Creators organically shared their personalized recaps, and the initiative set a new internal benchmark for emotionally resonant, performance-driven lifecycle storytelling.
