Define the value
The process identified the difference most worth remembering across product capabilities, the competitive context and real use cases, then distilled it into a clear launch proposition.
SELECTED WORK · PRODUCT MARKETING
CHINA / PRODUCT LAUNCHES
Product marketing
case collection
I translated product capabilities into clear launch propositions, then used content, events and communications to give people a reason to understand, remember and choose them.
INSIGHT · POSITIONING · LAUNCHPROJECT FRAME
Not simply introducing products,
but defining how they are understood.
These cases were completed while leading product marketing for OPPO in China. The work began with user and market insight, then moved through product proposition and launch idea into events, films, IP collaborations and integrated communications.
LAUNCH STRATEGYPRODUCT STORYINTEGRATED COMMS
WORKING METHOD
From product facts
to market choice.
Shape the narrative
Events, films, collaborations and communications were organized into one message system, giving each proof point a clear role instead of stacking features.
Drive the delivery
Strategy was translated into executable content and decisions, moving the work across product, creative, media and retail teams through final delivery.
01Translating technology
PRODUCT LAUNCHES
Translating technology
into a launch story.
The launch idea, structure and message hierarchy were shaped around each generation’s clearest difference, turning features and use cases into a single reason to choose.
01Reno6 · Summer Graduation PartyReframing a product launch as a music-led seaside story for graduation season.Digitaling ↗02Reno8 · From Romantic to Hard-coreA frontstage-and-backstage narrative balancing technological strength with authentic expression.Digitaling ↗03Find X6 Series LaunchA launch narrative built around the flagship series’ imaging capabilities.Bilibili ↗04Reno5 Series LaunchConnecting product features, usage scenarios and launch pacing in one coherent story.Bilibili ↗05Reno7 · To Those Who ShineUsing audience emotion to make product value more immediate and memorable.Bilibili ↗06Find X7 Product LaunchStructuring the launch narrative around the flagship product’s advances in imaging and technology.Bilibili ↗
02Using culture
IP COLLABORATIONS
Using culture
to sharpen product character.
Cultural contexts were selected to match the product and audience, extending collaborations beyond visual packaging into launch ideas, interactions and user experience.
03One use case.
PRODUCT FILMS
One use case.
One clear value.
Complex functionality was translated into specific situations and visual memory, ensuring each film helped people understand the product as well as see it.
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