MEITU X DIME
From Asia to America: Meitu’s Brand Breakthrough with Dime’s Campus Activations
Meitu, a leading tech giant in Asia known for its powerful photo and video editing apps, sought to expand its presence and user base in the U.S. market. Targeting college students, a demographic with high engagement on social media, Meitu partnered with Dime Inc. to launch a strategic ambassador program aimed at driving brand awareness and app downloads across American campuses.
Objectives
- Boost Brand Awareness in the U.S.: Establish Meitu as a go-to editing app suite for college students.
- Drive Organic Downloads and Engagement: Use ambassador influence to encourage students to download and explore Meitu’s suite of apps.
- Build Long-term Campus Presence: Create sustained brand recognition by embedding Meitu in student communities through a trusted peer-driven approach.
Strategy
Behavioral Data Collection
Meitu, a leading AI-powered photo and video editing platform, revolutionizes the beauty and media space with over 3 million active monthly users. Dime promoted 4 major apps including Meitu Xiuxiu, BeautyCam, Starii, and Winkit, which provide advanced AI features for stunning photo and video enhancements.Student Ambassador Program Dime Inc. launched a three-month ambassador program tailored for Meitu, leveraging its extensive student creator network to recruit and manage over 60 ambassadors across eight U.S. states with over 360 posts. The campaign expanded across 15 prestigious universities including Columbia University,UMichigan,UIUC, CSUF, NYU, and more, representing a wide variety of cultural and academic backgrounds. With influencer reach ranging from 5k to 25k followers, these student creators collectively helped boost engagement and visibility for Meitu across social media.
Results
- Broad Reach: The program achieved over 2 million views and high engagement, capturing significant attention across key campuses.
- Ambassador Impact: Dime's managed network of over 40 ambassadors consistently engaged their campus communities, successfully creating brand visibility and driving app adoption.
- Increased Downloads and Usage: Ambassadors generated authentic peer-driven interest in Meitu’s apps, boosting downloads and positioning the brand as a trend among U.S. college students.
Through Dime's strategic approach and ambassador influence, Meitu gained a strong foothold in the U.S. market, achieving substantial growth in brand awareness and app engagement across a high-value, tech-savvy demographic.
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