Colin Strom — Cultural Strategy & Brand Architecture

ROUTINERY
Role: Growth Marketing
Timeline: 8 weeks
Deliverables: Content Strategy, Influencer Seeding, Localization

The Problem

Routinery is a Korean habit-building platform that relies on daily user commitment. The primary goal for the summer was to effectively translate the application’s core value for a Western market. Instead of chasing short-lived viral spikes, the objective was to build an acquisition strategy rooted in authentic behavior and long-term user retention.

The Process

I focused on community-driven growth and culturally accurate localization to connect with new users.

Content Strategy: I developed organic social content targeting specific, everyday friction points, such as daily routines for students and executive dysfunction for ADHD users.
Influencer Seeding: I vetted and managed outreach for over 50 micro-creators. I specifically prioritized partners with high engagement rates and established community trust over those with inflated follower counts.
Localization & Copywriting: I edited English copy across the app interface, user interviews, and editorial articles. The goal was to make the text flow naturally for a Western audience while preserving the original cultural intent.

I focused on community-driven growth and culturally accurate localization to connect with new users.

Content Strategy: I developed organic social content targeting specific, everyday friction points, such as daily routines for students and executive dysfunction for ADHD users.
Influencer Seeding: I vetted and managed outreach for over 50 micro-creators. I specifically prioritized partners with high engagement rates and established community trust over those with inflated follower counts.
Localization & Copywriting: I edited English copy across the app interface, user interviews, and editorial articles. The goal was to make the text flow naturally for a Western audience while preserving the original cultural intent.

The Results

By grounding our narrative in real-life challenges and utilizing influencers with genuine pull, we successfully reached our target demographics. My organic social content generated over 8,000 targeted interactions, driven primarily by the TikTok For You Page. The campaign proved that focusing on authentic, quality engagement directly supports better product integration.