Based on preliminary analysis, in order to achieve the goal of brand image building, the core concept of the campaign was determined, and an integrated communication framework of "online + offline" dual circulation was built.

To identify the target group and its characteristics, we independently designed questionnaires and led in-depth interviews. By leveraging exposure on Xiaohongshu to increase questionnaire participation, we ultimately collected over 300 valid questionnaires online and conducted over 15 in-depth interviews, covering students aged 18-25 from over 30 different regions.

The offline section is mainly based on pop-up exhibitions, while the online section aims to achieve both "internet-friendly" and "artistic expression". In addition, in line with the overall communication rhythm, KOL communication plans and UGC interactive modules are customized according to the characteristics of different media.

By tracking industry consumer trends and analyzing the brand's various product lines, I defined the strategic direction for brand communication and designed a comprehensive communication plan.

Track the trending gameplay combining Douyin, RedNote and AI technology, and widely apply AI technology to Key Visual design and engaging UGC interactive content.