August 10, 2023

ARENA OF VALOR X Native instrumentsmusic production contest Campaign Overview ARENA OF VALOR (王者荣耀) stands as one of China’s most popular mobile games, with a global player base in the hundreds of millions. In April 2020, Native Instruments China partnered with the ARENA OF VALOR Public Event Original Content Competition Organizing Committee to host a music production contest. The aim was to gather high-quality music infused with the distinctive essence of ARENA OF VALOR culture and highlight local Chinese music producers’ talent. As a core member of the Native Instruments China marketing team, I contributed to shaping competition rules, evaluating musical creativity and technology, and leveraging Native Instruments’ social media presence to inspire engagement within the music production community.  This initiative ignited the creativity of music producers and facilitated connections with emerging talents in China’s music production landscape. These influential users later played a central role in our subsequent marketing endeavors. To explore more about this campaign and delve into the creative work, simply visit the contest page.

MUSIC CHINA EXHIBITION​​ Campaign Overview Music China is one of the most influential music instrument and technology exhibitions in Asia. In the years 2018 and 2019, Native Instruments participated the Expo as exhibitor, setting up booth to showcase and promote the latest music software and hardware products. Beyond showcasing, the goal was to nurture and solidify bonds with our key distributors and partners. During the exhibition, I was responsible for all activities related to the event’s promotion and outreach, including designing promotional posters, user manuals, and roll-up banners, as well as writing event descriptions to attract brand users for offline experiences. The lens captured the event’s fervor, with snapshots later echoing our success on social media. Teaming up with  peers, I was hands-on in booth setup, product elucidation, and, crucially, forging face-to-face connections with our clientele, always keen on gleaning invaluable feedback.

East asia vst project EAST ASIA is a virtual instrument launched by Native Instruments, which includes representative instruments from three countries: China, Japan, and South Korea.  In this VST project, I conducted a survey on China’s most representative instruments and provided feedback to the developers. I also assisted in the filming of the promotional video for the Chinese instrument section.

10 YEARS OF MASCHINE CAMPAIGN OVERVIEW​ In 2019, Native Instruments commemorated a decade of MASCHINE’s innovation with a global tribute. Centered on the product’s journey, the event unveiled defining milestones and connecting MASCHINE community.  Within this celebration, I took the lead in localizing the campaign for the Chinese market within the Native Instruments marketing team. My responsibilities included facilitating the connection of communities and fostering enthusiastic participation. Considering the relatively modest size of the local MK3 community in China, after discussions with Johnson Han, Head of China Marketing Manager, we ultimately decided to allocate the campaign budget towards an online music production competition rather than organizing an offline event. Campaign Poster This competition extended an open invitation, reaching well beyond the established MASCHINE community. This strategic move elevated MASCHINE’s visibility within the local music production sphere, capturing the interest of those yet to discover the product through a lean and effective marketing approach. Victors enjoyed exclusive rewards, from orange Maschine Mk3s to MIKRO editions. Esteemed artist ODDKIDOUT judged the submissions. We achieved a word-of-mouth promotional effect with minimal marketing costs. By the end of the campaign, we received 108 submissions and gained over 200,000 brand exposures—a testament to innovation and strategic execution. Winner’s work