1Please give us a brief bio of yourself and your background.
Thanks for having me! My name is Yuchien. I’m a copywriter. I started in the advertising world with Virtue and Publicis Health. Later on, I joined the tech startup world with CuboAi.
2What inspired you to be involved in your respective industry?
Startups are exciting. They move fast and usually give you the freedom to try different things. The same goes for ad agencies but with more focus on creativity.
3What is your role in the agency, and what traits should a professional in marketing, media and communications possess to be successful in their role?
At CuboAi, I was the only copywriter on the team and led the creatives for Amazon Prime Day campaign, 2 product launches, and crafted one of their entries that won a CES innovation award.
I was successful in my role by being laser-focused on the goal unique to each project. As a copywriter, knowing what the narrative should be is half the job. For Prime Day, it was all about connecting with our existing audience and generating sales. The product launches were about crafting the marketing strategy for a new audience. For CES, it was packaging our product information in a way that was compelling for the judges.
4Tell us more about your agency / company.
CuboAi is a tech startup that sells AI baby monitors and other products that monitor Baby’s sleep safety in more than 8 countries. It broke the fundraising record in Taiwan when it launched its first product. Its presence grew in multiple countries including Australia, Canada, the USA, Japan, the UK, and more!
5What do you think is the definition of a successful marketing, media or communications project / presentation?
There are different metrics to measure success. For CuboAi’s Amazon Prime Day campaign, it’s about sales. Our ad campaign propelled the products into best sellers in their respective categories. So that was a success. For our product launches, sales were important, but we also focused on engaging with and educating the audience on Baby’s sleep safety through social, email, and different channels.
6Describe your preference or style of work and how it benefits your career.
As a creative, I think it’s important to concept from start to finish. I love giving my team space to flush out their ideas. At CuboAi, we often concepts by ourselves and complete the entire thinking before bringing it to the team. This way, unique ideas had a bit of room to shine before they got watered down.
Like the “Design to Blend In” campaign I created, it wouldn’t have been able to exist the way it does if it was getting edited by other people in its initial stage. This style of work benefitted my career because it allowed me the freedom to create something unique.
7Tell us about your ideation process.
It differs each time, but it always starts with a ton of research. I usually don’t start working on the executions until I’ve landed on a solid insight.
8Congratulations! As the winner of the NYX Awards, what does it mean for you and your team to receive this distinction?
It’s amazing! We loved our entry, and seeing how it also resonated with the judges is an honor. Thank you so much!
9How has winning an international award help to promote your agency and projects?
It connects me with other like-minded creatives.
10What are the challenges of your winning entry(s)?
Writing a script is different from writing headlines. Knowing what information to include and leave out was difficult.
11How has the country you are based in contribute towards your ideation process?
Even though I was born in Taipei, I was mostly educated in the States. High-context and low-context cultures approach communication very differently. However, since I was creating ads that sell to 8 countries in the world, being familiar with both communication styles was helpful.
12What are the current trends in the marketing, media and communications industries that you are most excited about?
I’m really excited about AI. Just a few years ago when I came up with an idea I had to source images for hours to be able to articulate it through a mockup. But now I could piece images together quickly and see if it makes sense visually. It’s really cool and I think it will continue to be a great tool for the industry.
13Who inspired you in your life, and why?
I’ve always been someone who wants to do something good and meaningful for society, especially to be someone who gives marginalized communities a voice. I think this comes from a deep admiration for kind-hearted people. I see kindness everywhere, too! From my parents and friends all the way to the barista, I get coffee from on weekend mornings.
14What is your key to success? Any parting words of wisdom?
If you want to do something, do it!
15Do you have anything else you would like to add for the interview?
Thank you for having me!
