Mengyuan Li 李梦圆 13167391
It’s been a while since I’ve kept a journal, so I’ll write today to record my work schedule throughout the day, which is still a little exciting after all!
This is the first project I’ve worked with Diva since she came on board as Strategy Manager – creating a hit product for a healthcare brand to create differentiation from the competition. The previous strategy manager told me the day before my upcoming internship that she had jumped ship to another company, which resulted in me never meeting her offline except for interviews, much less working on a full project. So, this time with Diva, and my internship partner Charlotte, was something I was excited and looking forward to – I jumped at the chance to create something with what I had learned to help with the program. At the same time, I was also a little nervous; I value my relationships with my group members, which I think can more or less influence a project, and I hadn’t yet had any in-depth interactions with Diva, my immediate manager. Although I can sense that she is a lively person, do we have the right personality match and will I have the space to utilize my abilities?
We first conducted a lot of competitive research, collected various market research reports on health products in the market in the past two years and summarized them – to find out the ideas of making explosive products and apply them to our client’s brand. At the same time, we also researched the live system on Taobao and Tmall, the two major Chinese e-commerce platforms, and analyzed their characteristics. Our strategy manager gave us a lot of trust and support, and put us in charge of writing the first draft of the idea of hit products. We were able to develop a creative and data-driven roadmap for two potential products that the client wanted to turn into hit pproducts- Charlotte and I thought long and hard about their nicknames and live streaming ideas for the new products, and we came up with some really cool ideas.
We planned creative and data-supported routes for two potential products that the client wanted to create – Charlotte and I thought long and hard about nicknames and live streaming ideas for the new products, and eventually came up with some names that were well received. Nicknames are based on the marketing ideas of many major beauty brands – they are catchier, more exclusive and make it easier to remember the product. For example, Hélène’s “Black Bandage” (黑绷带 in Chinese), YSL Poplar Grove (杨树林 in Chinese Pinyin), and so on. Our client’s brand is a Chinese healthcare brand with deep roots, so we decided to conceptualize it in a Chinese style. Regarding the idea of live broadcasting, we thought of utilizing the scene of the “Chinese Imperial Cuisine” to launch the products, with creative skits to attract viewers, creating the idea of catching up with the drama while enjoying the meal.
I really enjoy working with my teammates and supervisors. It’s a lot of work and sometimes it’s boring, but everyone is so kind and warm. They gave me a lot of space to develop my creativity and time for trial and error, allowing me to learn about the advertising industry and communication ideas in every task. Today was another rewarding day, and I actually got off work on time, so I’m happy!
