Janome America Case Studies

🌟 Influencer Strategy & Ambassador Program

Client: Janome America
Role: Marketing Supervisor | Year: 2020–2021

As part of Janome’s push into digital community marketing, I conceptualized and launched the company’s first-ever influencer and ambassador program, designed to amplify product visibility and brand relevance across social platforms.

🧠 The Challenge

Janome needed to build cultural credibility among younger, digitally engaged audiences — particularly DIYers, crafters, and cosplay creators — without leaning solely on traditional retail marketing or paid ads.

🚀 My Approach

Identified, vetted, and onboarded 50+ influencers and creators aligned with Janome’s product values and diverse customer segments
Built outreach processes, creative briefs, and partnership tracking from scratch
Designed tiered relationship structures (paid vs. gifted vs. affiliate) for scale
Supported ambassadors in content creation, giveaways, tutorials, and campaign tie-ins

📊 Results

Positioned Janome as a go-to tool for cosplay, fashion, quilting, and modern maker content

Formed a 50+ person ambassador team — surpassing the number of internal marketing staff

Achieved an estimated audience reach of over 1.1 million followers

Increased brand engagement across Instagram, YouTube, and blog communities

🧵 Community Building & Digital Engagement

Client: Janome America
Role: Marketing Supervisor | Year: 2019–2020

I led the development and launch of two thriving online communities to connect Janome’s customer base through education, inspiration, and brand engagement.

🧠 The Challenge

Janome wanted to build deeper relationships with its customers outside of traditional product marketing. They needed a space where sewing enthusiasts could share, learn, and engage with both each other and the brand.

🚀 My Approach

Created and launched the Janome Sewing Classroom, a branded Facebook Group designed to serve as a community learning hub.
Developed posting guidelines, content themes, and engagement tactics to foster growth and encourage participation.
Collaborated with internal product experts to share tutorials, Q&As, and tips that directly supported the user experience.
Launched a sub-group dedicated to Janome Artistic Digitizer software users to provide more technical, product-specific support.

📊 Results

Grew the Janome Sewing Classroom to 24,000+ members in its first year
Built the Artistic Digitizer sub-group to 2,000+ members within its first year
Increased overall brand engagement and user-generated content sharing across both communities

🤝 Media Partnerships & Brand Exposure

Client: Janome America
Role: Marketing Supervisor & Coordinator | Years: 2017–2021

I led several key media partnership opportunities that extended Janome’s brand presence beyond traditional product marketing — into television, lifestyle, and cultural spaces.

🧠 The Challenge

Janome wanted to break out of standard craft-focused marketing and tap into broader audiences through authentic, mission-aligned partnerships. The goal was to increase visibility and deepen engagement with underrepresented or new market segments.

📺 Military Makeover: Lifetime TV Segment

I pitched and negotiated a partnership with the production team behind Military Makeover with Montel, helping to feature Janome in a televised segment highlighting creativity and healing for veteran families.

What I did:

Negotiated brand placement and storyline integration
Coordinated equipment, spokespeople, and product usage
Led internal and external team comms to align production timeline

Result:
National brand exposure in a values-aligned segment showcasing Janome’s sewing machines in use by military families — increasing trust and visibility in a new community.

🎤 The Hype: HBO Max Streetwear Competition Show

I supported the brand’s internal discussions to identify and explore fashion-forward opportunities, including Janome’s feature on The Hype, HBO Max’s street fashion design competition.

What I did:

Strategized around audience fit for Janome’s sewing tech in streetwear culture
Facilitated creative collaboration and product placements
Provided internal positioning and brand alignment strategy

Result:
Introduced Janome to a Gen Z/urban design audience, bridging the gap between traditional sewing and cutting-edge fashion communities.

Influencer collaboration for our 100 year anniversary

100 year anniversary celebration

🧵 Brand Legacy Campaign & Influencer Activation

Client: Janome America
Role: Campaign Lead & Creative Director | Year: 2021

To celebrate Janome’s 100th anniversary, I developed and led a comprehensive brand campaign that honored the company’s legacy while connecting with a new generation of makers. This included influencer collaborations, a signature video series, branded merchandise, and a full creative concept rolled out across digital and physical channels.

🧠 The Challenge

Janome needed to celebrate a century of innovation without relying on nostalgia alone. The goal was to create a modern campaign that could resonate across generations — from lifelong sewists to younger DIY creators — while highlighting the brand’s artistry, tools, and community.

🚀 My Role & Approach

Developed the visual theme and messaging framework for the 100th Anniversary Campaign, honoring heritage while keeping a fresh, modern tone
Produced and directed a video campaign featuring lead artisans, showcasing their stories, work, and connection to Janome products
Partnered with influencers and brand ambassadors to create themed content across YouTube, Instagram, and blogs
Designed custom anniversary swag, including digital graphics, product inserts, and limited-edition keepsakes
Ensured cohesive branding across landing pages, video content, packaging, and in-store assets