As the brand marketing manager at Red Harp, I lead Amazfit's brand portfolio for the NA market. My role involves developing, managing and implementing digital campaigns to promote Amazfit's brand story as well as the products to increase YoY sales. In this role, I have established relationships with dozens of leading publishers and worked with their marketing teams to lead the development of creative integrated programs including an event sponsorship with Bustle, video influencer campaign with TikTok, and branded content program with Mic.
CES 2020 Exhibit Activation
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Need - Wearable tech giant, Huami, was planning to exhibit at CES 2020 in Las Vegas to launch its latest offerings
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Requirement - Attract the event-goers to Amazfit's booth and engage with them to showcase the new products
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What we did - Suggested onsite activation with Amazfit's North America fitness expert & content contributor @SofitFia to lead lively and interactive workout sessions designed to a) attract weary convention-goers to the Amazfit booth and b) give them helpful physical and mental health improvement tips while demonstrating the health and fitness benefits of Amazfit's products.
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Result - The sessions attracted a lot of attention among attendees, media, industry analysts, etc. and Amazfit was able to gather over 300 leads within the first two days at the convention.
Amazfit GTR 2019 Launch
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Need – Launch Amazfit GTR, the latest addition to Amazfit's lineup of smartwatches as the perfect fashion accessory
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Requirement – Create a buzz around the launch and increase organic search interest and drive sales
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What we did – Teamed up with Tier 1 influencers to create social-first video content as well as blog posts to highlight Amazfit GTR as the perfect combination of modern features and classic looks.
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Results – 3.2M impressions; 2x avg. click-through rate as compared to regular months; 19.1% engagement rate on Facebook
Summer 2019 Brand Campaign
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Need - Give Amazfit a relevant brand story to establish its identity as being more than just a "me too" brand
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Requirement - Increase brand awareness; disseminate a compelling narrative communicating Amazfit’s brand proposition and engage a younger target audience
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What we did - Created a brand proposition for Amazfit around the fact that everyone should be able to take advantage of technology to live their lives to the fullest. To promote this philosophy, Amazfit asked its consumers to “Watch This” as we shared original social videos of Amazfit ambassadors showing off #EverydayAmazing moments: stunning tricks, spectacular builds, beautiful performances, and more!
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Result - 16.5M impressions in a month, 10x avg. monthly impressions, 19.6% engagement rate, $5.64eCM
Valentine's Day 2019
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Need - Create incremental product sales during the months of Jan-Feb (to unsettle the lul after the Holiday season)
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Requirement - Promote bundle offers on Amazfit's smartwatches ahead of Valentine's Day
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What we did - Secured a publication partnership for Amazfit sponsored Valentine's Day content; worked with ​KOLs to promote the benefits of working together with product tie-ins
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Result - Result – 2.11M impressions; 6.21% engagement rate on Amazfit's social channels
New Year 2019 Campaign
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Need – After the high of Holidays 2018, stay relevant in the TG's mind by leveraging the "new year resolutions trend"
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Requirement – Launch a social media brand campaign within $10,000 budget
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What we did – Partnered with 6 SMEs to create social-first video content themed around fitness & health resolutions for the New Year. This content was distributed through Amazfit's social channels to maximize brand exposure
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Result - The campaign resulted in 1.5X engagement rate on social, 1.2X traffic to brand site
Holidays 2018 Campaign
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Need – Integrated Holidays'18 campaign
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Requirement – Launch Amazfit Verge smartwatch, drive Holiday sales and engagement with the brand
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What we did – Created an interactive social media initiative called "#GiftnessOfFitness" connecting consumers with fitness pros for valuable tips and personalized advice for finding the right fitness gifts for loved ones; partnered with The Zoe Report for a high-profile event activation to launch the Amazfit Verge; led an extensive digital advertising across social, display, native channels, and video channels
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Result - The campaign led to a 41% higher CTR, 2x organic brand interest and the marketing spend vs. revenue ratio was kept at a low cost of $0.50.
Other projects
