Beijing, China
Brand Promotion Planning Spearheaded the operation and promotion of the Baidu Netdisk AI Competition. Collaborated closely with R&D and operations teams to finalize competition details. Tailored to participants' needs, we introduced a three - tier classification for competition topics, replacing the single - topic model. This strategic adjustment led to an increase of over 1,800 participating users. Took charge of promoting the Baidu Netdisk AI Summer Camp. Actively forged partnerships with universities. Leveraging past and other tech - summer - camp themes, we provided city options and an activity framework, ensuring a stable stream of participants for future AI competitions. Oversaw the planning and execution of 4 events, attracting a total of over 3,000 participants. Official Media Operation Managed the official Bilibili account of Baidu Netdisk. Conducted in - depth competitor analysis, which guided us to position the account around an anime character image. We crafted a content strategy that combined oral presentations and situational demonstrations of the netdisk's intelligent features, making the introduction engaging and user - friendly. Worked hand - in - hand with the content team to produce and release various videos, including those introducing features like handwriting removal and AI subtitles. Continuously monitored key metrics such as video views and fan growth. Adjusted video content and release schedules based on factors like bullet - comment peaks and audience retention. As a result, videos under the new approach garnered nearly 100,000 views and added over 10,000 followers. Open Platform Optimization and Design Through user research and data analysis, we identified areas for interface improvement. We added interactive elements to the homepage carousel, like showing areas on mouse - over and highlighting features on mouse - hover, enhancing user comprehension and interest in product features.
Advertising Campaigns Took charge of advertising campaigns for the TCL brand in overseas markets. Assisted in formulating media placement plans and utilized data tools such as datareportal to accurately target the target audience (TA). Successfully established and executed advertising strategies across multiple platforms including GDN, Facebook, YouTube, and TikTok. Through real - time monitoring and data analysis, promptly adjusted advertising strategies to optimize performance, ensuring that key performance indicators (KPIs) exceeded expected targets. Data Analysis and Product Insights Managed and analyzed the daily operational data from the headquarters and multiple regions (Asia, Europe, North America). Employed data visualization techniques to provide in - depth insights and analysis reports for two projects, over ten countries, and seven platforms. By uncovering trends and patterns hidden within the data, offered data - driven support for product optimization and market strategies, thereby enhancing the product's market competitiveness.
Content Strategy and User Engagement Participated in the planning of short videos for artists in the promotion of Ode to Joy 3 and the development line of commercial videos. Based on different user groups, formulated content placement strategies for plot - oriented videos on Xiaohongshu and Weibo. Tailored different videos to the unique tones of each platform. The short - video plan achieved over 2,400 engagement on WeChat Video Account, and over 3,000 engagement on Xiaohongshu. Event Planning and Execution Took charge of the planning of the campus - linkage activities for TV program Falling into you. Took the lead in conceiving the offline meet - up activities of the lead actors Independently completed the planning, picture selection, and copywriting for the artists' birthday celebration pictures. Spearheaded the planning of the on - the - ground promotional activities for the drama.