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.
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.