Product Marketing Intern
During my time with Hamee I gained valuable product marketing experience, learning how to create with intention, copy write for products, and developing brand identity. My project focused on shifting the product identity from a children’s toy to a musical instrument. Some key impacts I made while working on this projects:
Increased website engagement by 20% from 10+ SEO-optimized articles that leveraged consumer insights research
Improved campaign traction by 7% and boosted CRO by 15% from analyzing performance data in Google Analytics and translating findings into five high-impact banners
Ensured brand consistency by designing 15+ promotional assets in Canva and Adobe Illustrator, aligning all assets, copywriting, and visuals to maintain a cohesive digital brand presence on e-commerce shops
Hamee has become known worldwide for its collectable toys, phone accessories, and a Japanese favorite: The Otamatone. Their vision is to deliver ‘happy moments’ through creativity to every customer to make memorable experiences and exceeded expectations.
During this time, The Otamatone saw a brand shift away from the market of children’s toys and into the space of musical instruments. Every asset needed to align with this shift, even in Hamee’s SEO-focused blogs.
Adapt to change…
In order to slowly shift The Otamatone product line away from the children’s toy market, the first thing was to identity SEO keywords that can be found in the musical instrument market. This was developed through research on e-commerce websites, Reddit reviews, and social media platforms. From there, I would include my keywords in all forms of copywriting in regards to The Otamatone.
Utilized AI to identify trending musical instrument content to form blog ideas
Drafted copy-written blogs in Notion ensuring implementation of keywords
Integrated all copy-written blogs from Notion into WordPress
When life gives you assets…
After researching more about The Otamatone’s target market, market space, and audience, I noticed that a majority of their sales and overall traction comes from licensed products. With this in mind, I designed two digital graphics with Sanrio assets for the release of their newest Otamatone collection. These designs were intended to cater specifically to the audience of Sanrio enthusiasts and collectors, focusing on each character’s associated colors and patterns.
