PLUSHIE DREADFULS
Building community driven brand experiences through organic marketing and digital events
Connecting Brands and Communities Through Organic Marketing
I’ve collaborated with the team to strengthen the relationship between the brand and its community by creating a more consistent, approachable, and interactive online experience.
My role focuses on front end marketing, social media strategy, product launch planning, and audience engagement. I collaborate on content direction, campaign strategy, and product launches while bringing ideas to life through social media, digital events, and interactive initiatives. I also support paid media efforts by developing organic content and engagement strategies that complement broader campaign goals.
I design digital events, giveaway strategies, and storytelling campaigns while managing hundreds of organic posts across platforms to support launches, promotions, and upcoming products. A key part of my role is acting as a bridge between the brand and its audience, helping create spaces where fans feel heard, valued, and connected with Plushie Dreadfuls.
Designing Digital Community Experiences
I create digital community experiences that transform product launches and brand milestones into opportunities for participation, storytelling, and connection.
Through storytelling, giveaways, polls, and interactive campaigns, I help turn social channels into spaces where fans can actively participate, connect with each other, and build a stronger relationship with the brand.
From launching the first-ever Plushie Dreadfuls Anniversary Week in 2025 with trivia, design polls, and giveaways, to supporting larger campaigns like Digital Tokyo Wonderland, Dreadful Match, and the 2026 Dreadful Awards, I collaborate with the team to create experiences that encourage engagement beyond traditional product launches.
Anniversary Week 2025: Community Event
I designed and managed Plushie Dreadfuls' first ever anniversary celebration, transforming the milestone into a week-long community event featuring interactive trivia, polls, and giveaways. The goal was to create a shared experience for fans while strengthening participation and connection around the brand.
The event generated:
- -2.7M+ organic impressions across Facebook, Instagram, and Twitter/X
- -6K+ community interactions 6K+ interactions through votes, comments, shares, and giveaway participation
- -15 campaign posts featuring trivia, polls, and giveaways
- -30 community giveaway winners selected during the celebration
This event established a new way for the community to celebrate brand milestones through participation, conversation, and shared experiences.
Promotional trailer for Digital Tokyo Wonderland, supporting Plushie Dreadfuls first Tokyo pop-up and Tokyo Collection launch. I handled editing, sound design, graphics, and animation.
Digital Tokyo Wonderland: Community Event
I designed and managed Digital Tokyo Wonderland, a five week digital community event created to introduce the Tokyo Collection and support Plushie Dreadfuls' first ever pop-up shop experience.
The event transformed a product launch into an ongoing story, following Alice through Harajuku Wonderland as fans discovered new designs, participated in weekly giveaways, voted in community polls, and followed each collection reveal.
Across Instagram, Facebook, and Twitter/X, the event generated:
- -8.6M+ organic impressions across platforms
- -60K+ estimated community interactions through likes, comments, shares, and participation
- -75 total campaign posts throughout five weeks
- -100 giveaway winners selected from the community
Digital Tokyo Wonderland became a bridge between the online community and the physical Tokyo pop-up experience, creating anticipation around the collection while giving fans an active role in the launch journey.
The Dreadful Match: Community Event
I designed and managed Dreadful Match, a three-week community event that turned audience participation into part of the Plushie Dreadfuls experience.
Each week, fans voted on potential plushie bestie pairings, suggested matches for featured plushies, and helped shape the final friendships through community driven polls. Every outcome was shaped through community voting, allowing fans to influence the final pairings.
The event generated:
- -7M+ organic impressions across Facebook, Instagram, and Twitter/X
- -150K+ estimated community interactions through likes, comments, shares, and voting participation
- -72 total posts across platforms throughout three weeks
- -150 community giveaway winners receiving their matched plush designs
- Community-selected plushie pairings became part of the final giveaway experience, with winners receiving their matched plush designs. Dreadful Match transformed a product focused campaign into an interactive community story, allowing fans to actively shape the relationships between Plushie Dreadfuls characters.
The Dreadful Awards: Community Event
I designed and managed the Dreadful Awards, a community driven voting event created as part of Plushie Dreadfuls Anniversary Week celebration. The event invited fans to recognize their favorite characters through categories such as Most Iconic, Most Underrated, Most Chaotic, and Best Newcomer, turning the anniversary into an interactive celebration shaped by the community.
The event generated:
- -5M+ organic impressions across Instagram, Facebook, and Twitter/X in just 6 days
- -37K+ total interactions across anniversary content
- -3.6K+ community votes through interactive polls
- -4.2K+ new followers gained during the event period
- -50 community giveaway winners selected throughout the celebration
- Through community voting, award reveals, and shared celebrations, the Dreadful Awards created a new way for fans to participate in the brand story while highlighting the characters and designs most meaningful to the community.
24-Hour Giveaway Strategy: Community Engagement Tools
I designed a recurring 24-hour giveaway strategy as a community engagement tool to organically support product launches, restocks, and seasonal collections. These short-form campaigns created moments for fans to participate, share, and interact directly with new releases and returning favorites while keeping community conversations active.
Each giveaway followed a three-part engagement cycle across Instagram, Twitter/X, and Facebook, building momentum from announcement to participation and winner reveal.
On average, each 24-hour giveaway generated an estimated 2.6K+ engagement actions (likes and shares) and 3.9K+ total interactions across platforms, while rewarding 20–50 community members per campaign.
Across four giveaway campaigns, this strategy generated an estimated 10K+ engagement actions, 5K+ comments, and rewarded 110 community members, helping turn product moments into opportunities for deeper community participation.
PHOENIX ONLINE STUDIOS
Building and Growing a Global Gaming Community for an Independent Studio
From Awareness to Community Growth
I helped grow Phoenix Online Studios’ online presence by opening communication between the studio and its community. My work focused on creating awareness around the studio’s game, developing an engaged community, and creating the ongoing relationship between developers and point and click fans that helped sustain interest beyond individual releases.
Through community management, launch support, content creation, and player communication, I helped create a full community growth loop: introducing new audiences to the studio, encouraging meaningful engagement, and turning players into long-term supporters.
This community focused approach helped strengthen the studio’s visibility and audience presence, supporting opportunities such as receiving fan licenses twice and expanding the connection between Phoenix Online Studios and its audience.
Building the Foundation
Before Phoenix Online Studios became a game developer, it began with a passionate group of adventure game fans.
Through forums, discussions, and direct conversations with players, the community grew into much more than a place to talk about games. It became a place where fans could share ideas, provide feedback, connect with each other, and follow the development process.
By building real relationships with the audience, Phoenix Online created a community that supported the studio through every stage of its growth.
At its peak in the early 2000s, the community reached: 500+ daily forum messages, 7–11M monthly page hits and A highly active international fan base.
Evolving with the community
Over time, the Phoenix Online community became much more than an audience. Fans became people who actively supported the studio, shared its projects, and helped introduce new players to its games.
That connection became especially important during one of the studio’s biggest challenges: the dispute surrounding the King’s Quest fan project with Vivendi Universal.
Because of the relationships built over years, the community came together to support Phoenix Online and show how much the project meant to them.
The response from fans helped demonstrate the importance of building genuine connections with an audience.
The community was not just following the studio’s work, they felt personally invested in helping it succeed.
Selected Press Work for Phoenix Online Studios
The Impact
As the digital landscape evolved, I helped carry Phoenix Online Studios’ community forward across new platforms, including social media, video content, online events, and ongoing fan engagement. The goal remained the same: creating meaningful connections between the developers and the players who supported their games.
Through community management, content strategy, player communication, and digital engagement, I helped maintain the direct relationship that had been established from the beginning while adapting the community experience for new platforms and audiences.
As of 2025, these efforts generated 28.7M+ organic impressions in 12 months, reached 5M+ people across platforms, and helped grow the studio’s audience by 20K+ organic followers across Facebook and Twitter/X.
This long-term community approach strengthened Phoenix Online Studios’ visibility, deepened player relationships, and contributed to opportunities such as being granted fan licenses twice.
My contribution
I helped build Phoenix Online Studios' online presence by creating meaningful connections between the studio and its fans.
My work focused on managing the community, developing social media strategies, supporting launches, coordinating PR efforts, creating content, engaging with players, and helping maintain an open line of communication between developers and the people who supported their games.
