Jiaxi Chen

• Marketing Communication Cases Analysis
  I helped my supervisor in analyzing the data and core information in the previous marketing communication cases from Ogilvy, cases from different brands were included such as Yili Group and Ocean Base. By doing relevant case analysis, the factors that caused the success of previous cases are shown.

• Brand Social Media Movements Data Collection
  I helped my supervisor in collecting data on social media movements from different brands, such as Ping An Insurance and China Life Insurance Company. The data collection of online movements from different brands helps analyze the marketing strategies that they apply for brand promotion.

• Cross-Brand Collaboration Idea Expansion
  In the last period of my internship at Ogilvy, the newest case we received was from Junlebao Dairy Group, which is a milk products corporation that plans to promote its new product. I helped my supervisor collect relevant promotional ideas and establish available schemes. After the analysis of the social media movements and the brand attributes, I came up with different available thoughts such as TV series product placement and Reality Show title sponsor.

Mengniu Dairy & Kaihui Market Collaboration Case Participation

• Assisting the negotiation between Mengniu Dairy and Kaihui Market in the design of the promotional materials. The negotiation helped solve the disagreement, and the design of promotional materials from the Bytedance marketing communication department was approved.

• Communicating with Kaihui Market to update the information on the offline market locations, and providing the accurate locations to the executing team in order to set up offline promotional materials.

• Tracking and collecting the data of the sale volume. The collection data shows that the final sale volume is 28000 orders and nearly 230 hundred yuan, which means the goals of promoting Mengniu's new ice cream product and helping Kaihui raise its gross merchandise volume have been accomplished.