PROJECTS

ABOUT

Individual / Marketing

Muyahoya

Duration / 4 months

✦ Tools

`iPhone12, 17 pro, CapCut, Canva, Edits, Meta Business Suite, Google Analytics`

✦ Duration

5 months

Solution

`Muyahoya is a plant-lifestyle brand centred on rare Hoyas and small, unusual houseplants. I ran it alone for three months across five platforms, handling content planning, filming, editing, captions, and analytics myself.`

I built the brand and marketing strategy for a new real estate agency entering a crowded local market. Instead of starting with design,
I started with competitor and audience research so every choice after that had a reason behind it.

That strategy carried through the website, the print collateral, and the signage, with a developer and outside vendors executing alongside me so the brand looked and sounded the same everywhere a buyer ran into it.

Problem Statement

`Plant show attendees in Vancouver span a wide age range and keep growing every year, but most Hoya sellers and content creators still skew older. Younger, plant curious buyers are left with scattered information and no content actually made for them.`

Concept

A modern plant-lifestyle brand specializing in rare Hoyas and micro-beauty houseplants, built around real growing experience.

SoloBuilt

Multi-Platform

Scope

5 active platforms sustained over 3 months: Instagram, TikTok, YouTube, Facebook, and Xiaohongshu (REDNOTE).

Role

Sole founder and operator.

Concept, filming, editing, captioning, and analytics all run by one person.

20s - 60s

Finding the Gap

The age range observed at Vancouver plant

shows and growing every year

Late teens · Early–mid 20s · Early–mid 30s

New target audiencege

A demand-supply mismatch.

Attendees at Vancouver plant shows span a wide age range, and the shows keep growing each year. But most Hoya sellers and content creators skew older.

An underserved audience.

Younger plant lovers who want to grow and bloom their own rare Hoyas are left with scattered, inconsistent information and no content built for them.

The repositioning.

muya.hoya was built specifically to close that gap. Clear, trustworthy Hoya care content made for a younger, plant-curious generation.

Concept

A modern plant-lifestyle brand specializing in rare Hoyas and micro-beauty houseplants, built around real growing experience.

SoloBuilt

Multi-Platform

Scope

5 active platforms sustained over 3 months: Instagram, TikTok, YouTube, Facebook, and Xiaohongshu (REDNOTE).

Role

Sole founder and operator.

Concept, filming, editing, captioning, and analytics all run by one person.

20s - 60s

Finding the Gap

The age range observed at Vancouver plant

shows and growing every year

Late teens · Early–mid 20s · Early–mid 30s

New target audiencege

Attendees at Vancouver plant shows span a wide age range, and the shows keep growing each year. But most Hoya sellers and content creators skew older.

A demand-supply mismatch.

An underserved audience.

Younger plant lovers who want to grow and bloom their own rare Hoyas are left with scattered, inconsistent information and no content built for them.

The repositioning.

muya.hoya was built specifically to close that gap. Clear, trustworthy Hoya care content made for a younger, plant-curious generation.

Finding the Gap

The Gap

`I looked at who actually shows up to Vancouver plant shows and compared it against who Hoya content was being made for. The shows keep growing every year and pull in a wide range of ages, but the sellers and creators in the space stayed older and more established. That left late teens through early thirties with no one speaking to them directly, so I built Muyahoya to be the trustworthy, approachable source for that specific group.`

The Gap

Content Strategy by Platform

Weekly Hoya-care carousel + 1

viral short-form clip + 1

personal vlog.

Instagram leans SEO-optimized captions.

TikTok keeps descriptions minimal but invests in hook-driven titles for a younger, faster-scrolling audience.

Long-form videos (20s+)

Re-cut from carousel scripts with fuller descriptions and metadata for an older viewer base.

Facebook posts are cross-shared into 10+ plant community groups each time.

The most delicate platform.

Diary-style carousels with real, personal experience outperform anything polished.

This format drove direct DM plant sales and the single best-performing post of the whole project.

Content Strategy by Platform

Weekly Hoya-care carousel + 1

viral short-form clip + 1

personal vlog.

Instagram leans SEO-optimized captions.

TikTok keeps descriptions minimal but invests in hook-driven titles for a younger, faster-scrolling audience.

Long-form videos (20s+)

Re-cut from carousel scripts with fuller descriptions and metadata for an older viewer base.

Facebook posts are cross-shared into 10+ plant community groups each time.

The most delicate platform.

Diary-style carousels with real, personal experience outperform anything polished.

This format drove direct DM plant sales and the single best-performing post of the whole project.

Multi Channel Snapshot

3 months of consistent output across 5 platforms.

Top Performing Content

Multi Channel Snapshot

3 months of consistent output across 5 platforms.

Finding the Gap

20s - 60s

The age range observed at Vancouver plant

shows and growing every year

Late teens · Early–mid 20s · Early–mid 30s

New target audiencege

An underserved audience.

The repositioning.

A demand-supply mismatch.

Attendees at Vancouver plant shows span a wide age range, and the shows keep growing each year.

But most Hoya sellers and content creators skew older.

Younger plant lovers who want to grow and bloom their own rare Hoyas are left with scattered, inconsistent information and no content built for them.

muya.hoya was built specifically to close that gap. Clear, trustworthy Hoya care content made for a younger, plant-curious generation.

Weekly Hoya-care carousel + 1

viral short-form clip + 1

personal vlog.

Instagram leans SEO-optimized captions.

TikTok keeps descriptions minimal but invests in hook-driven titles for a younger, faster-scrolling audience.

The most delicate platform.

Diary-style carousels with real, personal experience outperform anything polished.

This format drove direct DM plant sales and the single best-performing post of the whole project.

Long-form videos (20s+)

Re-cut from carousel scripts with fuller descriptions and metadata for an older viewer base.

Facebook posts are cross-shared into 10+ plant community groups each time.

Content Strategy by Platform

49
posts
49
49
followers
views
49
posts
49
49
followers
views
49
posts
49
49
followers
views
49
posts
49
49
followers
views
49
posts
49
49
followers
views

Multi Channel Snapshot

Top Performing Content

Workflow

& Tools

Capture

iPhone 12 &

iPhone 17 Pro

Plan

With AI for

content ideation

and scripting

Edit

CapCut, Edits,

and Canva

Analyze

Google Analytics

(via Linktree) &

Meta Business Suite

Concept

A modern plant-lifestyle brand specializing in rare Hoyas and micro-beauty houseplants, built around real growing experience.

SoloBuilt

Multi-Platform

Scope

5 active platforms sustained over 3 months: Instagram, TikTok, YouTube, Facebook, and Xiaohongshu (REDNOTE).

Role

Sole founder and operator.

Concept, filming, editing, captioning, and analytics all run by one person.

Workflow & Tools

Capture

iPhone 12 &

iPhone 17 Pro

Plan

With AI for

content ideation

and scripting

Edit

CapCut, Edits,

and Canva

Analyze

Google Analytics

(via Linktree) &

Meta Business Suite

Capture

iPhone 12 &

iPhone 17 Pro

Plan

With AI for

content ideation

and scripting

Edit

CapCut, Edits,

and Canva

Analyze

Google Analytics

(via Linktree) &

Meta Business Suite

Top Performing Content

Top Performing Content

Reflection

Managing five platforms alone, the biggest lesson wasn't about content, it was about prediction. Some platforms grew way faster than I thought they would, and others I was confident about barely moved. That's when I started actually checking the analytics before planning instead of after, and it changed how I approach every post now. I want to bring that same planning-first habit to managing accounts beyond my own.

"Want Results

Like This

for Your Team?"

Eunsong Choi

Open to Social Media

& Digital Marketing Roles

View More Work

Muyahoya

Muyahoya

Muyahoya

✦ Tools

iPhone12, 17 pro, CapCut, Canva, Edits, Meta Business Suite, Google Analytics

✦ Duration

✦ Duration

5 months

Solution

Solution

Solution

Muyahoya is a plant-lifestyle brand centred on rare Hoyas and small, unusual houseplants. I ran it alone for three months across five platforms, handling content planning, filming, editing, captions, and analytics myself.

Problem Statement

Problem Statement

Problem Statement

Plant show attendees in Vancouver span a wide age range and keep growing every year, but most Hoya sellers and content creators still skew older. Younger, plant curious buyers are left with scattered information and no content actually made for them.

The Gap

The Gap

The Gap

Reflection

Reflection

Muyahoya

Muyahoya

`iPhone12, 17 pro, CapCut, Canva, Edits, Meta Business Suite, Google Analytics`

✦ Duration

`Muyahoya is a plant-lifestyle brand centred on rare Hoyas and small, unusual houseplants. I ran it alone for three months across five platforms, handling content planning, filming, editing, captions, and analytics myself.`

`Plant show attendees in Vancouver span a wide age range and keep growing every year, but most Hoya sellers and content creators still skew older. Younger, plant curious buyers are left with scattered information and no content actually made for them.`