The brief was to turn Keeta's year-in-review into a living, scroll-through experience inside the app, not a PDF, not a press release. The added risk: it would be the first time Kiki, Keeta's brand-new character, appeared at this scale, with no prior user data to validate the direction.

I led it end-to-end, asking the right questions upfront, developing three distinct creative directions for C-level review, and mobilising animation teams across multiple countries to hit a two-week deadline. The campaign launched on the 21st at 11:00 AM. By end of day, over 150,000 users had participated and the sharing rate exceeded 55%, surpassing all pre-launch expectations.

Kiki's debut landed, the risk paid off, and the credit was shared across every team that made it happen.