Sophia Hui Fila

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The Human Calling, by Dao Feng He, on an antique world map

Overview

A family foundation sought to introduce The Human Calling and its author to a broader audience, inspiring readers to explore the book’s ideas on philosophy, history, faith, and meaning.

Our team developed a year-round integrated marketing campaign connecting audiences through storytelling, social media, digital advertising, influencer partnerships, and national radio.

My role

Strategy & leadership

I partnered with the foundation’s leadership to shape the promotion strategy and campaign storytelling, and co-develop the annual campaign proposal. I consolidated channel estimates into the campaign budget, presented the plan to management, and led ongoing client discussions. I orchestrated delivery across the design, video, social media, and digital teams and external media partners, aligning their work with the campaign’s goals.

Creative direction & production

I also brought the campaign’s creative direction to life through bilingual storytelling videos and video ads, radio spots, graphics, and print materials, while directing and reviewing other teams’ work to maintain creative quality and a consistent voice across channels.

Challenge

  • Identify the right audience. Find readers most likely to connect with the book’s exploration of culture, faith, and meaning.
  • Make the ideas land. Translate complex philosophical, spiritual, and historical concepts into accessible, engaging, and compelling content for readers.
  • Build awareness. Introduce the book and its author to targeted audiences across the U.S.
  • Bridge cultures. Connect Eastern and Western perspectives with Western readers while preserving the author’s intent.
  • Unify the message. Maintain a consistent voice across channels.

Result

  • Launched and grew the campaign’s Facebook page to 33K+ followers
  • 9.53M reported radio impressions across 195 stations nationwide
  • 3.2M+ programmatic advertising impressions
  • Approximately 7,000 audiobook downloads and 500 print books sold
  • Created a series of videos that brought the book’s ideas to life through accessible, engaging storytelling for U.S. audiences and supported the author’s nine-stop book tour across Asia

Storytelling

I led storytelling and video production to introduce the book’s ideas to U.S. audiences. I produced a series of videos, including a documentary about the author built on an interview I conducted myself, an introduction to The Human Calling, and Western and Eastern history explainers, making complex philosophical and cultural themes accessible and engaging for readers.

Selected video excerpts

Social media engagement

The Facebook page shown on a laptop and a phone

I led the social media team in launching and growing a Facebook page dedicated to the book. We published engaging content three times a week, including quotes from book chapters, historical events, Christian messages, trending topics, the author’s blog posts, organizational updates, video releases, and seasonal promotions around Mother’s Day, Father’s Day, Thanksgiving, and Christmas.

Highlights

  • Grew the Facebook page from zero to 33K+ followers.
  • Developed a content strategy combining educational storytelling, author insights, and seasonal campaigns to reach and engage diverse audiences.
  • Maintained a consistent publishing schedule to sustain audience engagement year-round.

Multichannel marketing

Digital advertising

I collaborated with the digital team to plan and coordinate programmatic display, Amazon, Goodreads, and seasonal advertising campaigns, generating 3.2M+ impressions. I also helped the foundation set up Google Ad Grants.

Radio & influencer outreach

I coordinated influencer outreach and national radio advertising across 195 stations, generating approximately 9.53M impressions.

Direct mail campaign

I developed a postcard campaign encouraging book purchasers to share their experiences on social media for a chance to win prizes.

Book tour marketing

I coordinated the development of promotional graphics and printed materials to support the nine-stop book tour across Asia.

Radio spot The 30s spot, run programmatically across nationwide streaming audio platforms.
Host endorsement Kevin Avery of The Kevin & Taylor Show recommending the book.
Seasonal ad Mother’s Day ad run on Facebook and Instagram.

Back to work

© 2026 Sophia Hui Fila