Context

Kuaishou is one of China's leading short-video platforms. In June 2024, the company launched an internal AI productivity suite aimed at accelerating company-wide AI transformation — moving AI capabilities from R&D into everyday business operations across departments. I joined as an AI Product Marketing Intern within the Efficiency Engineering team, working alongside product, R&D, and community leads.

Challenge

For non-technical employees — operations, admin, product, content review — the barrier was conceptual: no vocabulary, no use-case guidance, no confidence to integrate AI into existing workflows. For developers, API call volume remained low and the agent ecosystem was underdeveloped, despite the tools' extensibility. The opportunity was to reach both cohorts simultaneously through a single campaign architecture.

What I Did

GTM strategyDesigned a 4-phase adoption framework: Brand Awareness → Feature Introduction & Full Rollout → AI Hackathon → Live Workshops & Community Building. Used SQL and R to segment user behaviour and prioritise high-potential cohorts for targeting.

AI HackathonConceived and led a 2-month campaign built around an internal AI Hackathon — including a space-themed narrative, a custom online interactive platform for real-time agent submission and peer reaction, and an offline finale coordinated with the PM and R&D team.

KOL & communityIdentified and recruited core power users through targeted outreach, then ran 6 live workshops to build skills and sustain engagement — creating a self-reinforcing community that continued beyond the campaign.

Results

What I Learned

Gamification works not just for engagement but as a diagnostic tool — the Hackathon surfaced which use cases resonated most, directly informing Phase 3 targeting decisions. I documented this into a reusable cold-start playbook the team applied to subsequent product launches. SQL segmentation told me who to target; the KOL workshop sessions told me why they were hesitant. The combination proved more powerful than either alone.

Context

Coohom Cloud is a unicorn-stage spatial intelligence company specialising in synthetic 3D data for robotics and AI training. I joined as an Overseas Marketing Intern to build Coohom Cloud's international B2B presence — targeting AI researchers and robotics engineers in American and European markets. The LinkedIn account had fewer than 200 followers and no established content strategy for overseas audiences.

Challenge

Coohom operated in a blue ocean market — synthetic data for robotics is technically complex, and the target audience (researchers, engineers) is notoriously resistant to traditional marketing content. The challenge was to build credibility fast enough to matter at two major academic conferences (CVPR and ICRA, May–June 2024), while establishing a sustainable content engine that would outlast my internship.

What I Did

Competitor auditAnalysed Scale AI, Rendered.ai, CVEDIA, and Parallel Domain on LinkedIn — posting frequency, content formats, engagement rates — and identified that top performers led with use-case storytelling rather than product specs. This shaped Coohom's differentiation angle.

Content architectureBuilt a 6-category content framework (Solution, Tool, Class, Event, Info, Day) mapped to funnel stages — awareness through Solution and Class, trust through Event and Info, conversion through Tool. Translated this into a full posting calendar for March–August 2024.

Pre-conference campaignWrote a 4-week ICRA pre-event series — industry trend hooks, exhibition announcements, interactive game teasers, and solution showcases — designed to build anticipation and drive booth traffic.

Optimisation loopMonitored backend analytics weekly. Identified that use-case posts consistently outperformed product announcements and restructured the posting schedule accordingly.

Results

What I Learned

Technical audiences don't respond to marketing language — they respond to peers and problems. The highest-performing posts framed Coohom as a tool that solved a specific research bottleneck. The 6-category framework was designed to be self-sustaining: each category type served a different funnel function, so the calendar could run even with limited resources. Systematising early is what made the 300× growth possible in 4 months rather than 12.

Context

As part of Coohom's international expansion, I was tasked with representing the brand at CVPR (Computer Vision and Pattern Recognition) and ICRA (International Conference on Robotics and Automation) in May–June 2024. Both conferences attract thousands of researchers, engineers, and industry decision-makers globally — exactly the technical B2B audience Coohom needed to reach. This was the company's first significant presence at Western academic conferences: no existing playbook, no prior lead-gen process, near-zero name recognition.

Challenge

Conference booths are passive by default. The challenge was converting transient foot traffic into meaningful engagement and measurable leads without a large budget or established brand name. A secondary challenge: how to make offline event impact visible and traceable online, so the conference investment could be justified with data beyond anecdote.

What I Did

Three-phase planningStructured the entire campaign across pre-event (content and promotion), on-site (booth experience and lead capture), and post-event (PR and content pipeline) to ensure continuity rather than a one-off activation.

Gamified lead-gen mechanicIndependently proposed and designed a game-controller-shaped flyer inviting attendees to play "Catch Master" — a custom booth game where high scorers received branded giveaways. This gave the team a natural conversation starter and turned passive visitors into active participants.

Online-offline loopPlaced QR codes on booth desktops linking directly to Coohom's LinkedIn page, and encouraged visitors to post their experience with campaign hashtags — creating a traceable bridge between physical presence and measurable online growth.

Content & logisticsAuthored the ICRA 2024 post-event press release, published on the company website as both a PR asset and an SEO backlink. Managed end-to-end sourcing of 400 branded giveaways (LEGO sets, USBs), including vendor comparison, procurement, and on-time delivery to two international venues.

Results

QR-to-LinkedIn integration contributed to measurable follower growth during the conference period. Post-event press release published on company website, establishing an SEO-linked content asset with ongoing organic reach.

What I Learned

The game wasn't just entertainment — it was a filtering mechanism. People who chose to play were already curious enough to engage, which made subsequent conversations more qualified. Designing the lead-gen mechanic around the audience's identity (engineers who enjoy solving problems) was the key insight. The QR-to-LinkedIn loop proved that offline events don't have to be isolated activations: making the digital bridge explicit turned a time-limited event into an ongoing audience-building moment.