The Work

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The Work 〰️ 

ASICS

Lifecycle Emails, Performance Messaging, Retention & Membership Strategy 

Support messaging for OneASICS, the brand’s global membership program, developing lifecycle and promotional campaigns designed to drive engagement, retention, and long-term customer value.

Scope

  • Lifecycle email strategy and execution across the membership journey

  • Messaging for member acquisition, onboarding, and retention

  • Campaign development for partnerships, rewards, and promotional moments

  • Cross-functional collaboration to align messaging across digital touchpoints

Approach

Focused on simplifying and elevating the value of membership—translating a multi-faceted program into clear, motivating messaging that emphasizes reward, ease, and momentum. Balanced performance goals with brand voice to ensure communications felt both actionable and aligned with ASICS’ performance-driven identity.

Selected Work

  • Integrated campaign across email, social, and in-app for Mouratoglou x OneASICS tennis giveaway

  • Email and social driving awareness, participation, and entry conversion

  • Lifecycle and in-app messaging promoting OneASICS membership value and engagement

  • Clear, benefit-led messaging, translating partnership and rewards into action

Impact

Strengthened clarity and perceived value of the membership program through cohesive, conversion-focused messaging—supporting engagement, retention, and ongoing participation across the customer lifecycle.

Campaign Messaging: OneASICS x Mouratoglou Academy Giveaway

Messaging across email, homepage, and campaign copy—supported by a lifecycle email series from announcement through winner, driving awareness, participation, and engagement.

Key Campaign Messaging

Email 1: Announcement

Email 2: Reminder

Homepage Banner

Email 3: Last Chance

Email 4: Non-Winners

Email 5: Winner

Social Copy: OneASICS x Mouratoglou Academy Giveaway

Social-first copy built to capture attention and drive action—translating the campaign into concise, scroll-stopping messaging that encourages participation.

Email Banners: Updated OneASICS Membership

Digital messaging developed to clarify and elevate membership value—translating benefits into clear, accessible language to drive ongoing engagement.