CASSIE CAO

vivo Smartphone

2016 9th ROI Festival Social

Media Marketing Gold

Award

Period：Mar 2016 – Jun 2016

RoleDeveloped social media campaign revolving "Weirdo Talk" , (talent talk show hosted by iQIYI.)

ResultRaised 420 million coverage and 117k engagement on social media

BYD Auto

RoleDeveloped social content strategy.Planned product and festival campaigns.

ResultAchieved an engagement rate of 1.2% (average ER in PRC @ 0.17%-0.3%),

Winner of “Top Ten Most Influential New Media Accounts 2015 of China Enterprise”.

Period：2014 – 2016 2015 China Content Marketing

Awards Social Media Marketing

Nominated

Didi Chuxing

Period：22 Jul 2016 – 24 Jul 2016

RoleDeveloped campaign and multi-channels of media buying for Didi Chuxing.

ResultRaised 200 million of readership+20% conversation rate to Didi App, stimulated over 9 million users in 3 days.

Cathay Pacific

Period：Aug 2015 – Sep 2015

RoleDeveloped digital campaign; Lined up celebrities to increase brand awareness; Developed HTML5 games to go viral.

ResultIncreased over 3 million engagement on social media

PlayStation HK

Period：May 2016 – present

RoleDeveloped content strategy and campaign on WeChat. Lined up game KOLs to boost brand awareness.

ResultIncreased over 80,000 fans within 5 months.

Period：Aug 2015 – Jun 2016

Vatti

RoleDeveloped content strategy and campaign including event marketing, celebrity endorsement etc.

ResultIncreased over 200,000 fans on social media and official forum in one year.

Vivo Smartphone

Website Strategy

RoleDeveloped website revamp to optimize user behavior, improve user experience, and made the interaction more interesting.

Bright Diary HTML5

Game Strategy

RoleDeveloped spring festival campaign including HTML5 games and content strategy on social media to increase brand awareness.

Digital CommunicationStrategy for DENZA Auto

Problem

Consumers are unaware of the product and its technology usefulness..

SolutionDeveloped technology-based strategy to strengthen education and brand awareness.

Digital CommunicationStrategy for Facebook

Problem Chinese companies are reluctant to use Facebook as part of its medium to the world.

SolutionDeveloped B2B-based integrated strategy; Created social media content;Engaged with reputable entrepreneurs and explored media partnership.

Brand Strategy for Bright Dairy

ProblemThe target audience was tired of new arrivals because the style of Chinese yogurt brands had similar routines.

SolutionRebranded by including British element and the Chinese slogan “你濃我也濃，奶香有兩重" which influences consumer positively of the product.

Brand Strategy for Beijing Gubei Water Town

ProblemA town that wants to improve tourism through it’s traditional cultural uniqueness yet without being over commercialized.

SolutionDeveloped culture-based strategy to strengthen cultural experience and distinguish its positioning.

Campaign Strategy for Studio City Macau

ProblemMajority of people, did not know SCM was an entertainment capital.

SolutionDeveloped theme-based strategy through lining up bloggers and celebrities; Planned an O2O campaign during the release of the film batman vs superman to increase brand awareness.

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