Kuaishou · Mascot IP · Youth marketing
Making a platform mascot useful in youth culture.
A graduation-season campaign that turned Kuaishou's mascot into a character for social interaction, brand collaboration and offer-related storytelling.
CampaignKuaishou · "Oooo Offer"
My roleCampaign ideation · KOL selection · collaboration research · buzz tracking
AudienceStudents · graduates · young internet users
Wider campaign scope20+ brand and IP collaborators
Case
Move the mascot from brand asset to social character.
The wider campaign used graduation offers, social interactions and co-branded content to make the mascot feel more useful and recognisable to younger audiences.
I supported campaign ideation, KOL selection, collaboration research and online buzz tracking, helping shape a concept that could travel through both platform-native content and external brand partnerships.
A mascot-led campaign idea designed to extend through social participation, referral mechanics and brand collaboration.