Kai Hsing

Kai Hsing

Creative Strategy

Location
San Francisco Bay Area
Industry
Marketing and Advertising

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Kai Hsing's Overview

Current
Past

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Education
  • University College London, U. of London
  • Portland State University
  • Universiteit van Amsterdam
Connections

500+ connections

Websites

Kai Hsing's Summary

Finding the right way to tell the right story.

A strategist using methods rooted in cultural and social science research, design thinking and documentary storytelling to understand what motivates people and how to engage them.

Kai Hsing's Experience

Strategist

Freelance (Self-employed)

Self-Employed; Myself Only; Media Production industry

November 2009 – Present (2 years 8 months) San Francisco Bay Area

* Defining audience insights and developing digital strategies to spur brand engagement both on and offline with Distill, a service design consultancy and Loomis Group, a full-service ad agency.
* Oakland International Airport: Leading design of a new process to measure and understand effectiveness of digital outreach efforts.
* YouTube: Developed and produced research case studies for campaign that showed how small businesses can use video to successfully grow their business.
* Kiva.org: Created strategy from market research, audience surveys and interviews to produce 60-second video spot that convinced Sam’s Club shoppers to give $1 million to microfinance nonprofit.
* Yerba Buena Center for the Arts: Repositioned contemporary arts center as a content curator and digital storyteller as a way to build their cultural brand; video series has been nominated for national museum awards.
* Party Corps: Redefined nonprofit organization as an online platform for connecting musicians with social causes; conducted audience research, developed online product roadmap and brand strategy.
* Turnstyle: Defined target audience insights to develop, commission and produce original nonfiction video series; developed outreach strategy for increasing audience and gaining distribution partners.

Creative Producer

Current TV

Privately Held; 201-500 employees; Broadcast Media industry

October 2007 – November 2009 (2 years 2 months) San Francisco Bay Area

* Led branded campaign for T-Mobile that had one of the highest rates of engagement on the network.
* Developed strategies to successfully increase online participation among television viewers by 30%.
* Discovered cross-platform business opportunities for building audience and brand awareness.
* Member of programming department that won Emmy and Webby Awards for interactive television in 2007.

Online Content Strategist

Current TV

Privately Held; 201-500 employees; Broadcast Media industry

August 2006 – October 2007 (1 year 3 months) San Francisco Bay Area

* Led team in content and user experience development for relaunch of Current.com as an interactive, social news web site that increased uniques threefold to around 2 million a month in less than one year.
* Developed audience insights to curate and define Current’s online editorial voice.
* Used competitive analysis and user mapping to define and drive creative development process.

Cultural Curator

Flavorpill

Privately Held; 11-50 employees; Online Media industry

October 2004 – October 2007 (3 years 1 month) London, United Kingdom

* Researched, curated and wrote about emerging trends, events and culture for trend forecasting magazine reaching 400,000+ targeted influencers.
* Evangelized unique promotional and marketing partnerships with Budweiser, Le Tourment, Absolut, etc.

Organizer

SEIU

Nonprofit; 1001-5000 employees; Political Organization industry

January 2004 – June 2004 (6 months) Greater Seattle Area

* Researched and developed messaging strategies to increase member enrollment and build campaign awareness for new labor union representing statewide healthcare workers.

Editorial Intern/Contributor

Willamette Week

Privately Held; 51-200 employees; Newspapers industry

June 2003 – December 2003 (7 months) Portland, Oregon Area

* Wrote, fact checked, performed research for arts editorial of Pulitzer Prize-winning alternative newsweekly.

Kai Hsing's Education

University College London, U. of London

M.A., Cultural Theory

2004 – 2005

Awarded with Distinction (equivalent high honors)

* Thesis used critical theory and analysis to examine the cultural economics of user-generated content.

Portland State University

B.A., International Communication

2001 – 2003

Academic Dean's List

* Using social science methods, thesis highlighted development opportunities in African immigrant community.
* Finalist, Oregon Newspaper Publishers Association Best Collegiate Arts Writing, 2002.

Activities and Societies: Daily Vanguard newspaper, KPSU Radio.

Universiteit van Amsterdam

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