Legal work slows down at end of the year, and that's exactly when people stop needing Jus IA and forget it exists, even the ones who'd used it all year. Instead of just reminding active users the product was there, I designed a personalized, shareable retrospective built to reinforce something they'd never been shown directly, that the product had delivered real value over the year, while testing whether a social-native, "look what I did" format could generate the kind of buzz that's uncommon in legal tech. I designed the retrospective itself, a personalized visual summary covering conversation and message volume, estimated time saved, and a behavior-driven "archetype" (strategist, expert, deep-diver, detective, perfectionist), plus the landing page, and handed off to Engineering for build. The whole thing shipped in about a week. Distribution split three ways: CX ran email, Corporate Communications ran social, and my scope was the product experience underneath all three channels, not the campaign itself.