Case study

Small and Medium Business Campaign

Hospitality-ready English backed by real customer proof.

Client

Grammarly

Year

2023

Industry

Apps / Games

Solutions

Campaign

Overview

The brief

Grammarly’s Japan SMB push needed a sector-specific story that makes “better English” feel like business readiness for inbound travel — not generic productivity. We built a travel and hospitality campaign system anchored by a customer story video, then scaled the creative across paid placements with governed iterations and localized visual research so small and mid-sized businesses could adopt Grammarly with confidence.

Watch

The film

Challenge / Transformation / Impact

The work

01 / Challenge

As inbound travel returned to Japan, SMBs in hospitality faced a credibility gap: day-to-day English communication had to meet international guest expectations while teams stayed time-constrained and risk-averse about adopting new tools.

02 / Transformation

YF produced a customer-story video featuring a hotel manager and Grammarly Business user, with a long-form master edit and a versioned creative system built for paid placement. A multi-stage visual system gave the campaign consistent brand integrity across formats.

03 / Impact

Grammarly gained a hospitality-focused SMB campaign infrastructure that pairs credible customer proof with scalable paid creative. The versioned video library and governed visual system reduced production overhead while giving the Japan team a reusable campaign model for the sector.

What we made

Deliverables

Hospitality/SMB campaign narrative framework for Japan (“return of travel” positioning); Customer story video package (hotel manager / Grammarly Business user):; - Long version (approx. 70 seconds); - Cutdowns (30 seconds, 15 seconds); - Localization and finishing (English subtitles, branding, color correction, end-card timing); Paid ad creative system (st01–st07) with source and exports (AI, PSD, PNG); Travel/SMB stock image procurement and licensed asset library; Localized design research / image boards for Japan travel themes; Campaign presentation decks (e.g., “Get Ready for foreigners” concept narrative); Asset organization and handoff pack for ongoing paid and organic deployment

Selected stills