Kuaishou · Mascot IP
“Oooo Offer” Mascot IP Viral Campaign.
A youth-facing social campaign that turned Kuaishou's mascot into a playful graduation-season IP moment.
Company / campaignKuaishou · “Oooo Offer”
FocusIP marketing, viral social campaign, youth brand communication
RoleCampaign ideation, content planning, KOL selection, collaboration research, buzz tracking
Case
Make a platform mascot feel culturally usable for younger audiences.
The campaign drove Kuaishou's effort to reshape its brand image through a more social-friendly mascot IP. Instead of treating the mascot as a static brand asset, the campaign made it a character that could interact with students, brands, and internet culture.
The “Oooo Offer” graduation-season concept connected offer-themed social interactions, referral rewards, and co-branded content with 20+ well-known brand and IP partners.
65M+Views on one campaign topic.
575K+Views on the best-performing Bilibili video.
Top 10Weibo Hot Search entry during campaign momentum.