Interview with Yuchien Wang | A Creative Copywriter from the United States

Thanks for having me! My name is Yuchien. I’m a copywriter. I started in the advertising world with Virtue and Publicis Health. Later on, I joined the tech startup world with CuboAi.

Startups are exciting. They move fast and usually give you the freedom to try different things. The same goes for ad agencies but with more focus on creativity.

At CuboAi, I was the only copywriter on the team and led the creatives for Amazon Prime Day campaign, 2 product launches, and crafted one of their entries that won a CES innovation award.

I was successful in my role by being laser-focused on the goal unique to each project. As a copywriter, knowing what the narrative should be is half the job. For Prime Day, it was all about connecting with our existing audience and generating sales. The product launches were about crafting the marketing strategy for a new audience. For CES, it was packaging our product information in a way that was compelling for the judges.

CuboAi is a tech startup that sells AI baby monitors and other products that monitor Baby’s sleep safety in more than 8 countries. It broke the fundraising record in Taiwan when it launched its first product. Its presence grew in multiple countries including Australia, Canada, the USA, Japan, the UK, and more!

There are different metrics to measure success. For CuboAi’s Amazon Prime Day campaign, it’s about sales. Our ad campaign propelled the products into best sellers in their respective categories. So that was a success. For our product launches, sales were important, but we also focused on engaging with and educating the audience on Baby’s sleep safety through social, email, and different channels.

As a creative, I think it’s important to concept from start to finish. I love giving my team space to flush out their ideas. At CuboAi, we often concepts by ourselves and complete the entire thinking before bringing it to the team. This way, unique ideas had a bit of room to shine before they got watered down.

Like the “Design to Blend In” campaign I created, it wouldn’t have been able to exist the way it does if it was getting edited by other people in its initial stage. This style of work benefitted my career because it allowed me the freedom to create something unique.

It differs each time, but it always starts with a ton of research. I usually don’t start working on the executions until I’ve landed on a solid insight.

It’s amazing! We loved our entry, and seeing how it also resonated with the judges is an honor. Thank you so much!

It connects me with other like-minded creatives.

Writing a script is different from writing headlines. Knowing what information to include and leave out was difficult.

Even though I was born in Taipei, I was mostly educated in the States. High-context and low-context cultures approach communication very differently. However, since I was creating ads that sell to 8 countries in the world, being familiar with both communication styles was helpful.

I’m really excited about AI. Just a few years ago when I came up with an idea I had to source images for hours to be able to articulate it through a mockup. But now I could piece images together quickly and see if it makes sense visually. It’s really cool and I think it will continue to be a great tool for the industry.

I’ve always been someone who wants to do something good and meaningful for society, especially to be someone who gives marginalized communities a voice. I think this comes from a deep admiration for kind-hearted people. I see kindness everywhere, too! From my parents and friends all the way to the barista, I get coffee from on weekend mornings.

If you want to do something, do it!

Thank you for having me!