LUXEPACK LOS ANGELES | Xinyi Liu Portfolio

LUXE PACK Los Angeles Marketing Internship：

Using content-driven marketing to increase event registrations while strengthening brand engagement across social media

Role

Marketing Assistant

Timeline

Jan 2026 - March 2026

Team

Marketing Team

Tool

Excel, Event Maker, Hubspot, Canva, Klipso, Adobe Suite

Internship

Overview

CONTEXT

LUXE PACK is a leading B2B trade show for luxury packaging innovation, connecting global brands, suppliers, and designers to explore new materials, sustainability, and creative technologies. LUXE PACK LA brings leaders and newcomers on the West Coast together to shape a collaborative, forward-looking packaging community. As one of two U.S.-based marketing team members, I partnered closely with my mentor to drive registration growth for LUXE PACK Los Angeles 2026.

PROBLEM

After 7 editions, LUXE PACK Los Angeles remains a leading packaging event but faces positioning challenges, including declining attendance (-17% YoY), a diluted identity from co-location with MakeUpIn, and a narrow sector focus (96% beauty). The current value proposition is misaligned, leading to declining satisfaction, revealing a gap between expectations and actual experience.Therefore, the 2026 strategy focuses on driving sustainable growth in both exhibitors and visitors while improving supplier flexibility to better meet the needs of emerging brands.

Event Overview

8.8K+

Total Attendance

24.7%

Registration Growth

19.5%

Attendance Growth

REGISTRATION PERFORMACE

Pre-registrations: 8,805

Total attendance: 8,898

Walk-ins: 93

The event reached 8,805 pre-registrations and 8,898 total attendance, with 93 walk-in visitors, representing a 24.7% pre-registration growth and 25.3% growth in total attendance compared to the 2025 edition.

50%+

Conversion

2025 vs 2026 COMPARISON

Compare to the 2025 edition, the pre-registrations for the 2026 edition increased by 24.7% (7,063 → 8,805), and the total attendance rate rose by 19.5% (3,706 → 4,429), while maintaining a ~50% conversion rate.

Compared to 2025, registrations in 2026 showed a more consistent growth pattern across the campaign period, suggesting stronger early engagement and more effective pre-event marketing.

ATTENDANCE PERFPRMANCE

Decision

Makers

60%

(Founder, VP’s Directors,C&S Level Suite Industry Contacts)

Different Countries Represented

1,141

Top 3 countries
> United States 45,6%
> Mexico 25,0%
> Canada 27,7%

To better understand our audience, we segmented attendees by job title and industry, and measured the proportion of first-time visitors.

• First-time visitor registrations increased by +19.0%

• First-time visitor attendance grew by +5.9%

• Dominated by beauty categories (Skincare 29%, Cosmetics 21%)

• New additions in Skincare and Haircare driving category expansion in 2026.

Job Departments

Balance between:

• Product-focused roles (26% Product Development, 12% R&D)

• Commercial functions (18% Marketing, 17% Sales)

Trade Sectors

Conducted External & Internal Analysis, SWOT, and Post-Show Survey to Identify Customer Pain Points and Growth Opportunities

EXTERNAL & INTERNAL, SWOT ANALYSIS

Conducted external and internal analysis to understand market dynamics and assess current performance and uncover areas for improvement and growth.

POST-SHOW SURVEY

Besides doing analysis, we also made surveys to evaluate visitors' and exhibitors' satisfiction towards the show and likelihood to return.

Use OKRs To Break Down LPLA26 Marketing Go-To-Action Plan

OBJECTIVES

Brand Positioning & Identity
Strengthen brand positioning and clarify value proposition

Marketing & Communication
Improve engagement and conversion through targeted communication

Experience
Optimize on-site experience to maximize attendee value and satisfiction

KEY RESULTS

Increase alignment between perceived value and actual offering

Unify the visual style of LPLA brand and optimize the interface quality

Drive event awareness and registrations through social media content creation

Increase effectiveness of segmented email campaigns across verticals (open rate, CTR)

Help first-time visitors navigate the event easily and convert into returning visitors

Grow engagement and attendance from non-beauty audiences

Developed reusable templates for recurring content to improve team efficiency

Social Media Content

Platforms

Instagram, Facebook

Linkedin (company page + profile)

Tools

Canva, Adobe Suite, Hubspot

MY TASKs

1. Caption writing for Instagram and LinkedIn posts

2. Visual design for social media templates and content assets

3. Publishing & scheduling posts through HubSpot

TARGET AUDIENCE

B2B professionals in the premium and luxury packaging industry

Packaging suppliers & buyers, brand owners, designers and marketers

GOAL

Increase awareness and drive event registrations

CONTENT STRATEGY

The social media strategy focused on building early awareness, highlighting brand collaborations, promoting speakers and conference sessions, , showcasing industry insights (sustainability topics), building anticipation and post-event engagement.

PUBLISHING WORKFLOW

Posts were scheduled during peak professional browsing hours (9:00–9:30 AM or 4:00–6:00 PM) in the event’s local time zone to reach B2B audiences when they are most active.

Caption writing highlighting the value of the event (eg. industry insights)

Design post visuals (caousel etc.) make sure the information aligns with caption

Put the canva link and captions into a shared worksheet. Retouch the content based on the feedback

Publishing via HubSpot, with manual tagging of speakers and partners to expand reach

KEY RESULT 1

Optimize the social media visual system of LUXEPACK LA and improve team's work efficiency

Action 1. Redesigned the social media visual templates based on LUXE PACK brand guidelines

1. Showcasing the brands

The original listed logos makes the post visually busy and text-heavy for a visually driven platform, could be overlooked when scrolling. Also it lacks a little bit of refined, premium feel. Instead of only using text and logos, I want to showcase each brand with its most iconic packaging to instantly communicate identity and quality. I also introduced the brand's color system to unify the visual style and create a cleaner, more premium look.

Before

After

2. Registration invite

While the original one was clean, it's quite static. There's no visual element to capture attention beyond the text. It could feel a bit sterile compared to other engaging content on Instagram. I transformed the plain static text into an invitation card with a celebratory feel. I also used the logo as a repeatitive pattern to showcase the brand. Lastly, I improved hierarchy and layout to make the event details and call-to-action clearer.

Before

After

3. Build templates (Speaker, Conference, Countdown, etc.)

In order to ensure the visual unity in subsequent revisions and improve the work efficiency of our team, I am responsible for creating visual templates for several types of posts, so that other members can quickly find and reedit them in the following campaigns.

Count Down Template

Speakers Template (different no. of speakers)

Conference Template

KEY RESULT 2

Drive event awareness and registrations through social media content creation

Action 1. Developed a structured social media content framework that balanced event updates, industry insights, speaker & conference promotion, and post-event engagement to drive leads and retention.

Follows the marketing funnel: Awareness → Interest → Consideration → Conversion → Retention

1. Event Awareness & Brand Promotion

Goal: Increase industry awareness and attract potential attendees.

These posts introduced the event and highlighted participating brands to build early awareness among industry professionals.

LPLA invitation (Jan 8th, 2026)

Brands (Jan 13rd, 2026)

2. Industry Insights & Innovation

Goal: Position the event as a hub for industry knowledge and innovation.

This content highlighted sustainability and packaging innovation trends in the luxury packaging industry, and shows our partnership with the industry leader.

Sustainable Showcase (Jan 26th, 2026)

3. Speaker & Conference Promotion

Goal: Promote conference sessions and encourage professionals to attend sessions.

These posts showcased industry experts and conference topics to drive interest in the event’s educational sessions.

Education Program (over a month)

4. Event Engagement & Countdown

Goal: Build momentum and encourage registration as the event approached.

Countdown content created urgency and reminded audiences of the upcoming event.

Count Down Posts

The Packsprint Tour curated by Sheri Koetiting

5. Post-Event Engagement

Goal: Maintain engagement with the community after the event.

This helped maintain relationships with attendees and reinforce the event brand. I originally created 3 templates. The posted version was re-edited based on brand guildelines.

Thank You Post Template & Post

Social Media Growth

ALL ACCOUNTS (instagram, facebook, linkedin)

During the campaign period (Jan 5 – Mar 5, 2026), a total of 46 posts were published across Instagram, LinkedIn, and Facebook, reaching an audience of 74,180 users. The campaign generated 17,132 impressions, 219 interactions, 22 link clicks, and 12 shares, helping increase visibility for the LUXE PACK LA event.

Among the platforms, Instagram delivered the highest reach with 12,489 impressions and 99 interactions, driven by visually engaging content. LinkedIn also played a key role in B2B engagement, generating 83 interactions and all 12 shares, indicating strong interest from industry professionals.

INSTAGRAM & FACEBOOK (compare to 2025)

Instagram's audience continued to grow during the campaign period, reaching nearly 18K followers. Instagram impressions more than doubled during the campaign period,achieving a growth of 136.74%.

LINKEDIN (compare to previous quater)

LinkedIn content generated 20,820 impressions (+66.7%) and 80%+ engagement growth. Audience size grew by 21.9% (to 14K) and boosted company page impressions by 315% (1K–4.4K)

AI-Generated Floor Plan

FLOOR PLAN FOR NEWSLETTER

During the campaign period, I was given a technical floor plan and asked to transform it into a branded 3D version aligned with the event’s visual identity. The redesigned floor plan was used in the event newsletter to help attendees better understand the exhibition layout.

The colored area indicates the section that needed to be transformed. I cropped and pre-processed the original floor plan in Photoshop to remove unnecessary details and focus on the relevant exhibition layout.

PROMPT FOR AI

Create a 2.5D low-angle isometric 3D render of an exhibition floor plan.

IMPORTANT:

The layout, box positions, sizes, spacing, and proportions must EXACTLY match the provided bird’s-eye 2D floor plan reference.
Do NOT rearrange, reinterpret, simplify, or approximate any layout elements.
All pink architectural shapes must match the exact footprint and geometry of the reference image.
All purple booth blocks must match the exact positions, groupings, and relative sizes of the reference layout.
Do NOT include any blue grid lines or additional floor markings.

Camera & style requirements:

Low elevation 2.5D isometric perspective (~25° angle, not high bird’s-eye)
Orthographic-style lens (minimal perspective distortion)
Soft studio lighting from upper right
Soft, subtle shadows cast toward bottom-left
Clean matte material
Pastel pink architectural volumes
Lavender booth blocks
No labels, no text
Minimal white background
High resolution, crisp edges

Keep the rendering style soft, minimal, and consistent — similar to a modern pastel architectural visualization.

FINAL OUTCOME

Key learning takeaways from the internship

My internship at LUXEPACK is truly a precious journey filled with challenges and learnings. As my very first B2B marketing experience, I've gained valuable insights from the internship:

🧠 Always ask “why” before executing:

During the project, I learned to look beyond the initial request and think critically about why a task is needed and whether a better approach could improve the outcome.

🙋‍♀️ Never be scared to ask questions:

Asking questions is not a sign of weakness. Instead, it is the fastest way to learn and grow. Clarifying uncertainties early helps resolve issues quickly and keeps projects moving efficiently.

👑 Proactively seek for critique, but do take a stance:

Though being open to suggestions from different perspectives is significant, I learned to make informative decisions and advocate for them with strong reasonings.