Year In Review
Crunchyroll Arc
Year-in-review experiences are nothing new, but fresh off a successful global rebrand, Crunchyroll was determined to break the mold. This was an opportunity to create an engaging, highly shareable fan experience that captured the spirit of anime and felt uniquely Crunchyroll.
As the ACD, Copywriter, I lead the creative development on this initiative from concept and executive pitch to execution. The big idea was to give every fan their own Anime Arc, a story told through their adventures in anime over the past year. It was a massive undertaking, and required constant collaboration with the Lifecycle, UX, and Social teams in creating a cohesive experience.
In-App Experience
I led a team of two writers in crafting every frame of the experience. We worked together with UX and Data Science teams in outlining, collecting, and analyzing the statistics we wanted to highlight, and tailored the experience around the available data.
Our Success Arc
Beyond the experience surprising and delighting fans, it created measurable success for engagement with the Crunchyroll platform. Fans that started the experience generally finished it, and many jumped back into one of their favorite shows or saved a recommended show for later.