05 Campaigns

Creator Partnerships

Creator partnerships allowed Nectar to reach new audiences through voices they already knew and trusted. We sought out creators whose audiences aligned with our target demographic, tailoring each collaboration to specific brand goals. From partnering with a popular Asian short-form actor to build cultural relevance to working with a Costco influencer during our expansion into the retailer, each partnership was designed to introduce Nectar to new communities in a way that felt authentic and relevant.

Purpose

A woman in a pink satin evening gown with intricate silver beadwork and embroidery, smiling and holding a can of drink with cartoon characters, standing in front of purple wall decorations shaped like stars, indoors.
Close-up of two glasses filled with matcha green tea, garnished with lemon slices, on a white surface. In the background, a woman wearing a sleeveless brown top and denim shorts is pouring a drink from a can.

I identified and scouted potential creator partners whose audiences and content aligned with Nectar’s goals, then managed outreach to explore collaboration opportunities. I worked with the creators to develop video concepts that felt natural to each creator’s style and audience while integrating Nectar in a way that was authentic and engaging.

My Role

Four cans of nectar hard seltzer in flavors: lychee, passion fruit orange guava, mango melon, and Asian pear, displayed on a table with colorful packaging featuring various illustrations and text.
A young woman with long brown hair and makeup, wearing a white crop top, holds a can labeled 'nectar' to her head, with a surprised or playful expression, in a kitchen setting.

Shared love, Shared Joy - Nectar Valentines

Just like love, Nectar is meant to be shared ;). Valentine’s Day is all about showing love through thoughtful gestures. So we wanted to put Nectar’s own spin on that tradition by reimagining the classic bouquet with our drinks at its center. The campaign brought together romance, humor, and product photography to position Nectar as something worth sharing with someone special.

Purpose

I developed the original campaign concept, sourced the materials, and personally designed and assembled two custom Nectar bouquets from scratch to bring the idea to life. I also handled model casting, photography, editing, and social publishing, bringing the campaign from its initial concept to the final content shared across Nectar’s channels.

My Role

Lunar New Year x Respect Your Elders

As an Asian-owned brand, Lunar New Year holds a special meaning for Nectar. Rooted in traditions of family, togetherness, and food, the holiday reflects the same spirit of connection at the heart of the brand. We wanted to honor that connection by partnering with a nonprofit to provide seniors with meals that celebrate their cultural heritage and bring a familiar taste of home, as well as pledge a portion of sales to local food banks. Through this campaign, we hoped to celebrate the traditions that make Lunar New Year meaningful, while inviting others to experience the generosity, connection, and sense of community at the heart of the holiday.

Purpose

I contributed to the campaign’s early planning and creative direction, helping shape the initiative and how we would tell its story. From there, I handled content production, filming the preparation and delivery of the meals to capture the people and moments behind the partnership. I then edited and published the content across Nectar’s social channels, bringing the campaign’s message of community, generosity, and togetherness to our audience.

My Role

Asian Glow Up

Common among people of Asian descent, “Asian Glow” is an alcohol flush reaction that causes facial redness when drinking and is often associated with embarrassment and insecurity. We saw an opportunity to challenge that stigma and turn it into something worth embracing. Inspired by beauty trends, we created “Asian Glow Up” to reframe the flush as a symbol of confidence and self-acceptance. The campaign aimed to celebrate a shared cultural experience, spark conversation, and encourage pride rather than shame.

Purpose

A young woman with black hair tied back, smiling, holding a can of sparkling water, with liquid spilling from the can onto her white shirt that has a pattern of small, gold-colored objects. The background is green and blurry.
A woman with dark hair is looking at herself in a mirror while holding a lip gloss tube. She is surrounded by several cans of Vectan Soju, and in the mirror reflection, she appears to be getting ready or applying makeup.

I helped develop the campaign concept, messaging, and creative direction, while also contributing to casting and pre-production planning. During the shoot, I supported Nectar’s art director and captured behind-the-scenes content, then collaborated with him on the video editing and final campaign assets.

My Role

Performance

Performance Snapshot

Campaign performance varied by concept, but the strongest work showed how broader creative ideas could generate attention beyond a single post. Across seasonal moments, cultural campaigns and creator partnerships, the goal was to build memorable brand touchpoints while giving Nectar more ways to reach audiences through different formats and voices.

What Worked

Campaigns performed best when the idea felt culturally relevant, visually distinct or naturally connected to the people involved. Strong creative direction and recognizable concepts gave audiences an immediate reason to stop, while partnerships helped extend the work beyond Nectar’s own channels.

What we learned

Not every campaign needed to be optimized purely for reach. Some of the most valuable work strengthened Nectar’s visual identity, created reusable brand assets or opened the door to new audiences through creators and cultural moments. The bigger lesson was balancing performance with long-term brand building.

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