Manukind
Manukind
Manukind
Oct 2025 - Present
Oct 2025 - Present
Oct 2025 - Present
Brand leadership · Baby care · Community
Brand leadership · Baby care · Community
01 Identity
01 Identity
01 Identity
02 Experience
02 Experience
02 Experience
03 Growth •
03 Growth •
03 Growth •
MANUKIND / GROWTH
Insert a representative project image.
MANUKIND / GROWTH
Insert a representative project image.
MANUKIND / GROWTH
Insert a representative project image.
CHAPTER 03 / GROWTH
CHAPTER 03 / GROWTH
From product trial
to parent-to-parent trust.
From product trial
to parent-to-parent trust.
From product trial
to parent-to-parent trust.
Connecting a lower-commitment first purchase with a community-led content program.
Connecting a lower-commitment first purchase with a community-led content program.
Connecting a lower-commitment first purchase with a community-led content program.
MY ROLE
MY ROLE
Program strategy · Recruitment · Creative briefs · Usage rights · Content direction
Earn trust before asking for commitment.
Earn trust before asking for commitment.
Earn trust before asking for commitment.
A premium diaper brand asks parents to change a product they rely on every day. I worked on a lower-friction sample-pack entry point and connected it to Baby Club, a parent community that could share real product experiences and generate useful creative material.
A premium diaper brand asks parents to change a product they rely on every day. I worked on a lower-friction sample-pack entry point and connected it to Baby Club, a parent community that could share real product experiences and generate useful creative material.
A premium diaper brand asks parents to change a product they rely on every day. I worked on a lower-friction sample-pack entry point and connected it to Baby Club, a parent community that could share real product experiences and generate useful creative material.
Build the program end to end.
Build the program end to end.
Build the program end to end.
I created and ran an invite-only program with approximately 50 parents over six months. My role included recruitment, product credit, contracts, briefs, approvals and deliverables. The structure balanced participation with clear expectations, including how submitted content could be used.
I created and ran an invite-only program with approximately 50 parents over six months. My role included recruitment, product credit, contracts, briefs, approvals and deliverables. The structure balanced participation with clear expectations, including how submitted content could be used.
I created and ran an invite-only program with approximately 50 parents over six months. My role included recruitment, product credit, contracts, briefs, approvals and deliverables. The structure balanced participation with clear expectations, including how submitted content could be used.
Make one program useful across channels.
Make one program useful across channels.
Make one program useful across channels.
Baby Club generated 300+ content assets, including approximately 100 with exclusive paid-use rights, according to the existing project record. These materials supported social, email and paid creative. I evaluated acquisition separately from repeat behavior and full-size purchasing, because a sample order alone does not prove long-term demand.
Baby Club generated 300+ content assets, including approximately 100 with exclusive paid-use rights, according to the existing project record. These materials supported social, email and paid creative. I evaluated acquisition separately from repeat behavior and full-size purchasing, because a sample order alone does not prove long-term demand.
Baby Club generated 300+ content assets, including approximately 100 with exclusive paid-use rights, according to the existing project record. These materials supported social, email and paid creative. I evaluated acquisition separately from repeat behavior and full-size purchasing, because a sample order alone does not prove long-term demand.
COMMUNITY / BRIEF, ONBOARDING AND CONTENT EXAMPLES
COMMUNITY / BRIEF, ONBOARDING AND CONTENT EXAMPLES
LEARNING / TRIAL-TO-FULL-SIZE CUSTOMER JOURNEY
LEARNING / TRIAL-TO-FULL-SIZE CUSTOMER JOURNEY
OUTCOME / LEARNING
Growth work connects the invitation, the content and what happens after the first purchase.
Growth work connects the invitation, the content and what happens after the first purchase.
Growth work connects the invitation, the content and what happens after the first purchase.
© 2026 Lovelle Seo. Rights to client work are governed by the respective agreements.