IP Co-branding | MissBerry × Otome Game

Project Overview:

The collaboration between MissBerry, a new DTC fruit wine brand from China, and the highly popular otome mobile game "Love and Producer," was a strategic co-branding initiative launched during the Valentine's Day slot of 2023. This ominchannel campaign encompassed a blend of online and offline marketing strategies, including sales of co-branded products through e-commerce platforms and in major shopping malls, alongside a robust social media marketing campaign and outdoor media advertising.

The campaign achieved significant digital engagement, with social media exposure surpassing 80 million impressions. Product sales were equally impressive, with over 46,000 co-branding items sold during the campaign. Notably, the campaign's influence extended well beyond its active period, with a sustained sales tail lasting for six months post-campaign.

My Responsibility:

Responsible for business communication, strategy development, content planning, product production management, e-commerce and social media marketing, influencer marketing, and offline sales event planning.