Case study

New Life 2022 - Localization

Every spring transition. One campaign system that scales.

Client

Grammarly

Year

2023

Industry

Apps / Games

Solutions

Campaign

Overview

The brief

Grammarly needed a Japan-native spring campaign that connects “New Life” transitions to real writing pressure, then scales that message across ad formats without losing clarity in tight character limits. We built the Shin Seikatsu creative system — segmented copy, governed visuals, and multi-format assets — so Grammarly could show up as a practical confidence tool for students, new grads, and working professionals.

Watch

The film

Challenge / Transformation / Impact

The work

01 / Challenge

Japan's spring "Shin Seikatsu" cycle concentrates major life transitions into one cultural moment, but each audience segment experiences different writing pressures and anxieties. Grammarly needed a campaign system that speaks to each segment with accuracy while scaling across ad formats with tight character limits.

02 / Transformation

YF developed a full campaign copy system for YouTube and Google responsive ads, segmented across students, graduating students, working professionals, and a separate Grammarly Business B2B track. Governed creative templates were built to maintain message integrity across format variations.

03 / Impact

Grammarly gained a scalable seasonal campaign system that runs across YouTube and Google inventory with consistent messaging and visual integrity. The segmented copy and creative templates reduced production overhead and gave the Japan team a repeatable model for future seasonal campaigns.

What we made

Deliverables

Campaign strategy and segmentation framework for “Shin Seikatsu” (New Life); YouTube copy sets per segment (Students, Graduates, Working Professionals):; - Headlines (<15 chars); - Long headlines (<45 chars); - Descriptions (<35 chars); - CTA options (<5 chars); Google responsive ad copy sets (B2C and B2B):; - Headline sets; - Long headline options; - Description sets; Creative production system (st01–st12) with AI source files and exported frames; GIF / animated asset components (PNG frame sequences) and working files; YouTube companion banner spec and creative (300×60); Responsive ad image sets (1200×1200 and 1200×628) per segment; Icon library and localized logo governance (small “G” placement rules); Design governance notes (motif intensity, font sizing for “新生活”, professional vs youth tone)

Selected stills