Internships May – Sep 2024
OPPO
Public Relations
Media Strategy Intern
Worked across consumer insight, creative development, media benchmarking, and resource coordination. Connected what consumers valued in the product with the lead message, the creative approach, and the channels supporting it.
Diagnosing the lead benefit
Combined low CTR/CVR with user interviews to identify a selling-point mismatch. Recommended shifting the lead benefit from appearance to Live Photo; the recommendation was approved and executed.
Developing creative work
Built a customer-pain-point × product-benefit × trending-scenario framework and copy library from prior-generation awareness, purchase drivers, brand tone, and social trends. A proposal built around unflattering photos taken by partners was one of two ideas from a 30-person team escalated to management.
Benchmarking media choices
Compared competitors’ media budgets and resources, distinguishing the reach role of entertainment content from the conversion role of technology verticals. Tracked Bilibili ranking metrics and contributed recommendations that were adopted.
Coordinating resources
Ranked media resources by selling point, budget, timing, and risk. Helped reserve inventory and secure added exposure within compliance limits, linking the strategy to partner communication and delivery.
Outcome & delivery
Selling-point change approved and executed; creative proposal among two from a 30-person team escalated to management.
- Consumer interviews
- CTR / CVR
- Creative strategy
- Media analysis
- Resource coordination