Lane Ito

From caring alone to caring together, a community for carers, by carers

*Gold, Titan Health Awards 2024, Marketing Campaign - Patient Engagement
*Gold, Content Marketing Awards 2024, Best Content Marketing Program in Healthcare
* Gold, w3 Awards 2023, Mobile Apps & Sites - Health & Wellness
* Bronze, Marketing Excellence Awards 2023, Excellence in Personalisation Marketing

Challenge:
No one grows up expecting to become a carer. Yet many find themselves suddenly looking after a loved one, with little to no training, support, or guidance. And carers often feel invisible and isolated, with few resources to turn to.

Idea:
We created Carerhood, an online community where carers could find advice, share experiences, and feel less alone.

Launched across YouTube and Facebook, the platform gave carers a much-needed space to be heard, supported, and empowered.

Outcome:
Carerhood continues to grow as a lifeline for carers worldwide. And the name and tagline, “For carers, by carers” were so well received that GSK trademarked them.

My Role:
Concept development. Copywriting. Client presentation.

Positioning Microsoft as a partner that understands small businesses

*Finalist, MARKies Awards 2019

Challenge:
Microsoft wanted to connect with small businesses. But many SMB owners feel that big tech companies can’t relate to their day-to-day realities. And taking the usual B2B marketing approach of leading with product features would only reinforce that perception.

Idea:
We flipped the B2B script by focusing on what matters to small businesses: people. The Business for Better campaign celebrated how technology helps SMBs improve the lives of customers, employees, and communities.

Outcome:
What was supposed to be just a one-off tribute video in New Zealand expanded into a campaign across 10 APAC markets, translated into 5 languages, and evolved into a full ecosystem of events, webinars, and content across APAC.

My Role:
Concept development. Copywriting. Client presentation. Scriptwriting. Editorial oversight. Voiceover direction.

Using gym awkwardness to build brand awareness

Challenge:
Salus Life offers holistic personal training in a warm and comfortable environment. The problem? Hardly anyone heard of them.

Idea:
We introduced Mr. Awkward, a character representing uncomfortable big-box gym experiences, who roamed the neighborhood invading personal space while promoting Salus Life.

Outcome:
The stunt became the talk of the town, positioning Salus Life as a friendlier alternative to fitness chains.

My Role:
Concept development. Copywriting.

Setting the stage for fintech’s biggest moment in Asia

Challenge:
Money20/20 Asia is the region’s largest fintech event. As a five-star sponsor, Mastercard needed to show up in a way that matched the scale of its ambitions: not just occupy a booth, but own the room.

Idea:
A hype reel built to do what Mastercard does best: make people feel the size of what’s possible. This piece set the emotional tone for the fintech leader’s presence at the event, centred on its vision of a “life without boundaries.”

My Role:
Concept development. Copywriting. Scriptwriting.

From event swag to wearable pride

Challenge:
Our clients were looking for a few swag ideas for their dev events. They suggested the usual coffee mugs and mouse pads, but we had another idea in mind.

Idea:
Developers have a strong sense of identity. They don’t just write code - they live it. So we tapped into that pride and launched CODE;, a new fashion label built around dev culture and language.

Outcome:
Clients loved the idea. They started with a limited run of tees. Plans to expand the line were put on hold when the pandemic brought in-person events to a halt. But the concept proved that event swag could be more than something to just take home and forget.

My Role:
Concept development. Copywriting. Client presentation.

Making cloud migration feel less daunting, one step at a time

Challenge:
For many decision makers, cloud migration content creates more complexity than confidence, as it often reads like a technical manual.

Idea:
I created this eBook that flipped the script, leading with reassurance over specs, and positioning Microsoft as a steady guide at every step of the journey.

Outcome:
The eBook’s simple language, clear structure, and human tone made cloud migration feel less intimidating and more achievable.

My Role:
Concept development. Copywriting.

Bringing SAP’s “Run Better” story to life

SAP helps businesses run better. As the lead writer on this account, my job was to bring this proposition to life.

The videos I created have set the stage for global events like Art of the Possible roadshow & SAP for Utilities conference. I also got to work on some fun internal projects such as the Pay It Forward initiative which promoted collaboration and sharing amongst the sales team.

My Role:
Concept development. Scriptwriting. Voiceover direction. Client presentation.