A YouTube stitching community
FlossTubers share their stitching process and projects through conversational, podcast-like YouTube videos. Research revealed a sizeable and active community.
← ProjectsUnlock the
BenQ / Audience-led campaign / 2024.04–05
Unlock the
$229 Desk Lamp.
Reaching a New Audience
through FlossTube Creators
United States
BenQ desk lamps were introduced to a new community of stitching enthusiasts with a strong need for better lighting.
My Role & Contribution
Lead the strategy.
Connect the journey.
I led the project timeline and strategic direction, connecting influencer partnerships, campaign design, product trials, and follow-up email marketing into one cohesive journey.
- 01
Research & Direction
Researched art and craft creator communities and identified a natural connection between detailed handwork, visual comfort, and BenQ desk lamps.
- 02
Influencer Partnerships & Campaign Planning
Partnered with 10 FlossTubers and designed the campaign journey around an interactive eye-care quiz and desk-lamp giveaway to educate audiences and capture leads.
- 03
Email Remarketing
Extended the campaign into a follow-up email journey, using product feedback and Prime Day offers to reinforce value and encourage purchase.
The Challenge
Finding new
creator partnerships.
The established pool of art, watercolor and tech-unboxing creators was saturated, leaving fewer suitable new partners.
I explored related creator niches and discovered FlossTube: a community whose detailed stitching practice created a relevant context for better lighting.
The Audience Insight
FlossTube: a YouTube
stitching community.
A need for better lighting
Through audience research and observation of FlossTubers, I identified a need for high-quality lighting to support their detailed stitching work.
High engagement rate
FlossTubers showed high engagement in YouTube comments relative to YouTubers BenQ had previously partnered with.
The Campaign Journey
From first exposure
to purchase intent.
Four connected stages moved the audience from relevant creator content to product understanding, real-use feedback and a timely offer.
- Reach / Awareness
Connect the lamp to stitching needs
FlossTuber product-unboxing videos introduced the lamp through real stitching routines and relevant lighting needs. Separately, Google Display Network (GDN) and Search (SEM) ads promoted the campaign to a wider audience.
Original campaign ad · landscape Original campaign ad · portrait - Educate / Capture
Build understanding before the giveaway
I designed an eye-care quiz to explain the lamp’s features and how they support detailed stitching, helping potential customers understand the value behind its $229 price. Embedded in the campaign page, the quiz had to be completed before entering the giveaway.
- Experience / Trust
Collect genuine product feedback
Five winners received lamps free and tried them for one month. Follow-up online interviews gathered honest product feedback, which was used in the subsequent EDM campaign.
- Remarketing / Conversion
Move from trust toward purchase
The subsequent EDM campaign reminded leads about the activity and product, then used winners’ genuine feedback as proof of the value of the $229 lamp for the same community. It also introduced an upcoming Prime Day discount opportunity.
Results
Qualified interest,
built in 11 days.
- 3,000
- Campaign page visits
- 720
- leads collected during the 11-day campaign
- 24%
- campaign-page visitor-to-lead conversion
- 38%
- average open rate across the email campaign
A new community with real potential.The campaign demonstrated FlossTube’s potential as a new audience for BenQ desk lamps. It connected the brand with a new interest community and introduced the product to people with relevant lighting needs.