Corey Rosenberg

I’m an advertising creative director who specializes in copywriting. Welcome to my site. I hope you enjoy what I’ve designed for you.

Yelp — case study

Led the creation of a launch film that reframed Yelp for Restaurants as more than a platform—as an engine shaping how the world eats, translating millions of users into three human stories that made data feel immediate, personal, and real.

Company: Yelp | Role: Creative Director (Copy & Video) | Project: Launch film for Yelp for Restaurants

Audience: Investors, restauranteurs, and hospitality operators | Event: Private investor presentation, Las Vegas (2018)

The Challenge

Yelp for Restaurants bundled multiple services—Waitlist, WiFi, Reservations, Ads, and Delivery—into a single offering. But for a business-savvy audience, features alone aren’t persuasive.

Core challenge: How do you demonstrate the real economic value of Yelp’s audience in a way that’s immediate, intuitive, and compelling?

Overview

Company: Yelp Role: Creative Director (Copy & Video) Project: Launch film for Yelp for Restaurants

Audience: Investors, restauranteurs, and hospitality operators Event: CES 2017

Insight

Restaurant owners don’t think in terms of “users.” They think in terms of people, parties, and spending.

Behind every data point is a customer—and behind every customer is a pattern of behavior that drives revenue.

Approach

Instead of presenting aggregate numbers, we translated scale into individual, relatable stories.

We personified the audience.

The Idea

A narrative built around three characters—each representing a segment of Yelp’s user base:

  • Jennifer → The family planner
  • Bill → The everyday routine diner
  • Toni → The high-income, on-the-go professional

Each character serves as a lens into:

  • Household size
  • Income
  • Dining frequency
  • Annual spend potential

By starting small and scaling up, the film reveals a powerful truth:

One customer is never just one customer.

Execution

Jennifer: The Multiplier

Jennifer represents 500K Yelp users.

  • Family of 4
  • Multiple meals per week
  • Shared decision-making

Bill: The Everyday Constant

Bill represents 750K users.

  • Household income: $70K
  • Family size: 2
  • Meals per year: 730

Bill isn’t flashy—but he’s consistent. And consistency drives dependable revenue.

Toni: The Premium Opportunity

Toni represents 500K users.

  • Household income: $170K
  • Family size: 1
  • Meals per year: 365

She represents:

  • Higher spend per visit
  • Convenience-driven decisions
  • High-value, repeat behavior

The System Behind the Story

Each character was carefully constructed to:

  • Represent a scalable audience segment
  • Translate data into human behavior
  • Connect daily habits to annual revenue

Together, they form a trifecta of value:

  • Volume (Jennifer)
  • Consistency (Bill)
  • Premium spend (Toni)

Why It Worked

  • Turned abstract metrics into relatable, human stories
  • Helped a business audience quickly calculate real revenue impact
  • Made a complex product suite feel unified and intuitive
  • Anchored the entire pitch in customer value, not product features

How It Performed

ENGAGEMENT

Completion Rate

98%

well above B2B benchmark for long-form content

ENGAGEMENT

Audience Retention

Strong

with the majority of viewers watching through to key narrative moments

ENGAGEMENT

Reuse Rate

3x

across sales presentations and investor meetings post-launch

  • High engagement during live presentation, with strong audience retention throughout the film
  • Increased clarity of product value, simplifying a multi-service offering into a single narrative
  • Positive investor and stakeholder feedback, particularly around the storytelling approach
  • Improved memorability, with characters serving as mental shortcuts for audience segments

CONTACT

I’M ALWAYS OPEN TO NEW OPPORTUNITIES

As you can see, I rarely say no to a new opportunity that comes my way. Whether you’re needing a freelance creative director or copywriter, or an expert to come in and train your content or your GTM team, I’d love to hear from you, so please reach out. I’ll get back to you as soon as humanly possible.