Marketing Campaigns

Project Summary Vanishing Seattle: A Media Movement Preserving the City’s Essence Vanishing Seattle stands as a beacon, chronicling the institutions, small businesses, and vibrant cultures of Seattle that face the threat of fading away. This award-winning initiative has garnered attention from major publications, including The Seattle Times, New York Times, KUOW, KEXP, Crosscut, and KING 5 TV. Despite the acclaim and widespread support, the non-profit consistently grapples with financial challenges. Our interactions with its founder, Cynthia Brothers, offered a deeper understanding of both its vision and the obstacles in its path. A key realization was Vanishing Seattle’s focus on spotlighting external stories, often overlooking the importance of sharing its own journey. This gap has inadvertently made it challenging for potential supporters to access relevant information or donation channels. In light of this, we’ve crafted a suite of marketing and branding strategies. These encompass a website redesign to emphasize the donation feature, creating content on social media that unravels the essence and mission of Vanishing Seattle, introducing branded merchandise as appreciation for contributors, and fostering stronger engagement with the volunteer community. For a comprehensive insight, please delve into our report. Read the Report Vanishing Seattle Consulting Project

Highlighting I-LABS’s Online Presence: A Year in Review I-LABS is an interdisciplinary research center focusing on early learning and development. From 2022 to 2023, I served as the Social Media Manager for I-LABS, managing its Twitter and Facebook platforms. My primary responsibility was to present scientific content in a format accessible to the general public. Using data analytics tools, I developed a user persona for I-LABS’s audience, identifying their online activity patterns and geographical preferences. Based on these insights, I formulated a content strategy and a fan growth plan. During my tenure, the Twitter account, which had been active for over 12 years, saw its followers increase from 1,600 to 2,800. Additionally, I introduced I-LABS to other platforms like LinkedIn and Instagram, devising a specific growth strategy for each. This report provides a detailed overview of the strategies and data associated with these growth initiatives, coupled with an analysis of the results. The report concludes with a ‘Contact List’, listing social media handles of research centers and researchers aligned with I-LABS’s mission, as well as trusted accounts related to science communication. This list aims to be a reference for future I-LABS social media operators. For a comprehensive understanding, please refer to the full report. Read the Report I-LABS Social Media Report 2023 Previous campaigns

Project Summary Canva is a design platform for everyone. Our team conducted a comprehensive usability study to identify which of the heuristics we identified are issues for the target persona through this project. Through the period of three weeks, we gathered our data through a heuristic evaluation, survey, and usability test. From 12 usability test participants, we have come up with our recommendations for improvements. Research Objectives Identify the target personas’ goals and pain points when using Canva through anecdotal evidence and user research. Identify existing interface issues and user experience quality through heuristic evaluation. Corroborate user issues with usability testing to gain richer insights about interface issues and user experience. Generate actionable UX recommendations to enhance Canva’s user experience for the target persona. Download the Report Canva Usability Study

native meetup MASCHINE+ OFFLINE EVENTS​ CAMPAIGN OVERVIEW​ In October 2020, we launched Native Meetup Offline Events in five major cities in China. The goal of the campaign was to invite  MASCHINE users to get up close with the newly released hardware product, MASCHINE+, and to foster connections among MASCHINE community.  I was involved in the planning, online opinion collection, online event promotion, and post-event feedback of this initiative. Survey results showed that over 90% of users had an increased positive perception of the Native Instruments brand after participating in the offline events, and 60% indicated they would purchase related products in the future.

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

2020 Music Challenge: Analog Dreams Fly back to 80’s Campaign Overview 2020 NI Analog Dreams Music Challenge was a marketing initiative launched by Native Instruments’ China market team during the COVID-19 pandemic in 2020. Its primary purpose was to foster online music sharing and collaboration among local Chinese musicians in a time when physical interactions were limited.  We invited 30 renowned local musicians to craft music videos using Native Instruments’ Analog Dreams VST. Their compositions were then shared on their social media profiles, accompanied by a challenge to fellow musicians. Successfully accepting the challenge came with rewards – each musician earned three software serial numbers, courtesy of Native Instruments. These serial numbers could be passed on to friends, kindling a musical relay. This campaign has also been a game-changer in promoting the use of legitimate software within the Chinese artistic community. Our strategy expertly harnessed the talents of our artists and captured widespread attention with its precision marketing. A pivotal element of this initiative was the distribution of authentic product serial numbers, showcased through a professionally produced video that detailed the software activation process. This approach subtly initiated a meaningful dialogue among Chinese artists about the value and importance of using genuine software. By doing so, the campaign skillfully shifted the conversation from the prevalence of pirated software to the adoption of licensed versions. Despite starting with a zero budget, the campaign swiftly reaped remarkable outcomes. Over 200 music videos flooded in, and the brand garnered an impressive digital exposure of nearly 3 million impressions.  My Contribution Alongside establishing challenge guidelines, I took charge of diverse social media responsibilities, from crafting compelling narratives to shaping the campaign’s visual identity. Additionally, I fostered an engaging virtual community among artists, nurturing dialogue and mutual support within the collective. Campaign Objectives The campaign aimed to: Encourage local musicians to create and share music online. Promote Native Instruments’ VST, Analog Dreams. Facilitate engagement and interaction within the music community. Target Audience The campaign targeted: Local musicians in China. Music enthusiasts and hobbyists. Social media users interested in music production. Key Message “Unite through music, even in times of separation.” Channels and Tactics The campaign utilized: Influencer Partnerships: Collaborated with 30 local musicians to create and share music using Analog Dreams. Social Media: Leveraged platforms like Bilibili, Wechat, and Weibo for widespread visibility. User-Generated Content: Empowered musicians to spark a chain reaction of creativity. Creative Elements The campaign featured: Showcasing musicians using Analog Dreams. Captivating slogans emphasizing creativity and connection. Coherent branding consistent with Native Instruments’ identity. Budget A visionary start with minimal expenses, emphasizing organic reach and authenticity. Metrics and Success Indicators Over 200 music video submissions—a testament to the campaign’s resonance. Nearly 3 million brand impressions, showcasing an engaged digital audience. Vibrant social media engagement and interaction rates. Video Submissions Music Video 1Music Video 2Music Video 3Music Video 4