Overall Project Flow

1. Pre-Event Planning & Activation Design

Before the event, I supported planning for offline gameplay, player-facing interactions, and IP merchandise activation. The planning work connected booth experience, merchandise distribution, player participation, and social-sharing potential into a unified offline activation.

Selected visuals have been simplified, translated, summarized, or redacted for portfolio use due to confidentiality.

2. Campaign Concept & Player Engagement Strategy

The activation was designed not only to attract attention, but also to create low-pressure participation moments for long-term players through photo check-ins, mascot-style interaction, player-friendly offline experiences, and UGC-friendly event touchpoints.

Nayuki Tea Collaboration — Photo Booth Planning & Offline Activation

The Nayuki Tea collaboration was designed to turn a beverage purchase into a player-facing offline experience. Through photo-booth planning, co-branded store visuals, popular in-game pet imagery, themed merchandise, and relationship-themed check-ins, the activation encouraged players to take photos, share UGC, and reconnect with emotional memories from the game.

This collaboration supported the broader campaign goal of connecting game IP, offline brand partnership, merchandise value, player emotion, and social-sharing behavior.

Selected visuals have been simplified, translated, summarized, or redacted for portfolio use due to confidentiality.

3. IP Merchandise Design Review

I supported merchandise review and revision feedback, helping ensure that merchandise was visually aligned with the game IP and appealing to players at the offline event. The umbrella merchandise sold out within the first 30 minutes of opening each day.

4. On-Site Execution & Visitor Traffic

On-site execution included booth setup, player guidance, interactive check-ins, photo moments, marriage-certificate themed check-ins, offline promotion touchpoints, and UGC-friendly experiences.

5. Player Engagement & Veteran-Player Relationship Maintenance

I helped support loyal and veteran players through extra merchandise, priority interaction opportunities, and on-site relationship maintenance. The goal was to make long-term players feel seen, respected, and emotionally connected to the game community.

6. Social Buzz & Viral Reach

One related Douyin post reached 150K+ likes on a single platform. The broader activation contributed to strong social visibility, UGC discussion, and 300K+ total social likes across Chinese social platforms.

7. Celebrity Livestream / Reward-Draw Interaction

Players first attempted 60 in-game cosmetic draws. If they did not receive a high-value reward, celebrity guest Zhang He could continue the challenge toward the 80-draw guaranteed reward threshold. This transformed reward-pool promotion into a narrative-driven audience interaction.

The livestream extended the offline campaign by turning in-game reward draws and celebrity interaction into a shared audience storyline. Instead of simply displaying the reward pool, the segment created emotional tension through "draw with you," "feel nervous with you," and "if you miss it, I will help you continue" moments.

8. Livestream Audience Sentiment

Audience discussion around the livestream segment showed strong interest in the celebrity interaction and in-game reward-draw mechanic.

9. Positive Booth Experience Feedback

Public player feedback highlighted the booth's generous merchandise selection, enjoyable experience design, and strong appeal among attendees.

My Role

• Supported the program planning lead with sponsor research, proposal organization, and content planning materials.
• Researched Anhui-based brands such as Zhanji, Chery Automobile, and Gujing Gongjiu.
• Explored how local brands could be integrated into Spring Festival Gala programming through interview-table placement, host interaction, product/storytelling angles, and multi-platform media exposure.
• Helped organize cultural tourism and heritage-craft storylines, including handmade dough figurines, traditional rice-wine brewing, artisan craftsmanship, and local cultural pride.
• Supported guest, host, and collaborator planning by organizing artist information, segment concepts, and talking points.
• Contributed to a safer content strategy by focusing on trusted hosts, long-term collaborators, and culture-first storytelling rather than short-term celebrity hype.

Strategic Insight

In a media environment where celebrity-driven campaigns can carry public-opinion risks, the planning direction emphasized local Anhui brands, trusted collaborators, cultural heritage, and regional identity. This helped position the gala as a platform for both entertainment and local cultural promotion.

Document Evidence Summary

The cards below summarize key meaning for recruiter scanning. Open the linked support files to view larger source documents where appropriate.

My Role

Editor & Social Media Lead

What I Did

• Produced and published 10 campus-focused posts across WeChat Official Account and RED/Xiaohongshu.
• Contributed across trend research, campus audience research, content ideation, copywriting, visual planning, editing, publishing, community engagement, and basic performance tracking.
• Created the account's highest-performing post, generating approximately 8,000 likes, 10,000 views, and 4,000 comments by adapting a timely entertainment or campus-cultural trend for Syracuse audiences.
• Used AI-assisted visual ideation when appropriate while keeping the final concept rooted in campus voice and audience fit.

Selected Visual Evidence

Chinese-language social screenshots are kept readable where appropriate; only profile identifiers are lightly protected in public preview copies.

Project Context

I independently launched a short-term fan-commerce project to help resolve urgent inventory needs for ACG/anime merchandise. The project required fast organization, trust-building, product communication, order tracking, fulfillment, and after-sales support within a limited timeframe.

My Role

I managed the full operation independently, including pricing, buyer communication, private-group promotion, Excel tracking, product display, buyer education, real-time response, packaging, shipment coordination, project follow-up, file updates, and after-sales support.

Sales-to-Fulfillment Pipeline

1. Inventory Need & Project Setup

The project began as a short-term sales initiative to help resolve urgent inventory needs. I quickly organized product information, pricing logic, buyer communication channels, and a sales workflow that could move from interest to payment, packaging, and follow-up.

Selected visuals have been simplified, translated, summarized, or redacted for portfolio use due to confidentiality.

2. Private Buyer Group

I built and managed a private buyer group of around 20-30 people to gather interested buyers, centralize questions, and maintain trust throughout the purchase process.

3. Livestream-Style Product Display

I used live or video-style product display to help buyers see real product conditions, available quantities, and relative value before confirming purchases.

4. Buyer Education & Fan-Commerce Terminology

I explained fan-commerce terms and product norms to reduce confusion, support buyer understanding, and build trust during the sales process.

5. Real-Time Buyer Feedback

This project was not a one-time sales post. I actively monitored buyer reactions, comments, and questions, then adjusted communication and explanations based on immediate feedback.

6. Excel-Based Order & Inventory Tracking

I used Excel to manage product lists, pricing, buyer requests, payment status, inventory, order progress, packaging, and fulfillment updates. Raw Excel files are not published.

7. Packaging & Fulfillment Process

I personally organized packaging, sorted items, prepared shipments, coordinated shipment progress, and communicated updates to buyers.

8. Project Follow-Up & Progress Updates

After buyers showed interest or completed purchases, I continued to update order files, packaging progress, shipment status, and communication records. This made the transaction process more transparent and trustworthy.

9. After-Sales Updates & Buyer Communication

I handled post-purchase communication, file updates, follow-up questions, and after-sales support after transactions were completed.

10. Positive Customer Feedback

The project received positive buyer feedback through completed Xianyu transactions and customer comments, showing trust, satisfaction, and smooth fulfillment.

Why This Belongs in a Marketing Portfolio

• I am the audience that entertainment and gaming brands are trying to reach, so I read fan communities from the inside.
• Costume building, photography, editing, and publishing are the same production skills a small brand team needs.
• Short-video performance taught me what makes people stop, comment, and share — before I ever applied it to client work.