Optimizing Product Marketing and Development Strategy for Tencent’s Virtual Influencer Group

As a Product Operations Intern at Tencent Games, I helped the team launch a pioneering virtual influencer group to the market that involves 40k+ followers. I optimized the product development process by conducting customer interviews, specifying product requirements, communicating effectively with cross-functional teams, and making data analysis and user feedback analysis.

The Problem

The majority of Chinese consumers were still unacquainted with the virtual influencer market, which made the marketing process particularly difficult. After making a competitive analysis on existing Chinese virtual influencers in the market, I recognized that most of their production focused solely on either characters' appearance or modeling techniques rather than a thoughtful design of intriguing personal characteristics and an engaging storyline.

My Approach

Therefore, I decided to make our virtual influencers become their followers’ virtual friends, virtual idols, or virtual heroes by adding narratives to each character, optimizing our product requirements and product plan, and consistently operating social media platforms to bring them closer to customers.

Outcomes

Setting and monitoring growth metrics helped me identify areas of the product that need improvement and manage our team’s priorities accordingly. Growth metrics ensure a common language among team members so that we could work together towards achieving the same objectives.

• Launched a pioneering virtual influencer group to the market that involves 40k+ customers
  
• Featured on multiple Chinese mainstream media
• Increased CTR to 0.15 and drove user growth by 120%
• A great amount of love from customers

Skills Involved

Data Analysis, Competitive Analysis, Social Media Marketing, Digital Production, Content Creation, Microsoft Excel