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E-01 / NUWA MARKETING / SELECTED CLIENT WORK / 2025
POP MART USCreator Campaigns
In spring 2025, as THE MONSTERS’ Big into Energy series drew global attention, Nuwa Marketing was supporting POP MART’s influencer marketing in North America. I was one of the campaign leads on the US creator program.
ROLEOne of the campaign leads
MARKETUnited States
SCOPECreator campaigns
01 / PORTFOLIO OUTCOMES
A campaign system working across multiple launches.
Across ten TikTok and Instagram campaigns, I contributed to creator sourcing, briefing, coordination, live-post tracking, and performance reporting.
Campaign portfolioApril + May 2025
Campaign, post, seven-day view, and engagement totals reflect the April and May 2025 reporting window. Creator volume reflects the broader co-management scope. These totals span multiple releases, not Big into Energy alone.
02 / CREATOR SELECTION & CONTENT DIRECTION
A creator who already feels right for the IP.
I looked for creators who reached young audiences and spoke in a light, playful way. Their personality and visual style needed to fit the character’s world, so the product could feel like a natural part of their content, not an interruption.
Unboxing, with room for their own ideas.
Some content focused on the unboxing and reveal. Other posts gave creators more freedom to interpret the product in their own way. My contribution was to help align creator fit and content direction without scripting away their personality.
03 / THE CAMPAIGN LOOP
A repeatable launch rhythm.
The value was not a single viral post. It was a system that could move from product story to creator output, then carry learning into the next release.
- 01
Translate
Turn the collection story and product truth into a creator-friendly brief.
- 02
Match
Pair each release with the right audience, creator profile, and content voice.
- 03
Onboard
Coordinate outreach, expectations, deliverables, and posting timelines.
- 04
Align
Keep product, timing, content requirements, and approvals moving together.
- 05
Launch
Track live posts and keep every partner ready for the publishing window.
- 06
Learn
Report performance and turn early signals into the next campaign decision.
04 / MY CONTRIBUTION
Creator fit, content direction, and campaign delivery.
I helped select creators and shape the content approach, then supported briefing, coordination, publishing, and reporting.
Creator selection
Selected creators with young audiences, a relaxed and playful voice, and a personal style that felt at home with the IP.
Content direction & briefing
Helped shape unboxing and creator-led content, keeping product integration natural while leaving room for each creator’s own ideas.
Campaign coordination
Maintained deliverables, timing, and communication across active launches.
Live-post tracking
Monitored publishing status and captured campaign output as it went live.
Performance reporting
Organized view and engagement results for campaign review and iteration.
05 / PERFORMANCE HIGHLIGHTS
Selected series results.
These are three of the strongest video results from the campaign portfolio. The reports use different view windows, so each number is shown as recorded rather than combined.
01
THE MONSTERS × ONE PIECE
Multi-format product reveal
14MCombined views
03Videos
02
CRYBABY WILD BUT CUTIE
Launch-week content system
1.6MSeven-day views
43KShares
03
SKULLPANDA
At-home unboxing narrative
884KSeven-day views
194KLikes
06 / PUBLIC CREATOR POSTS
The product, in their own voice.
Published creator content from the program. These screenshots show the range of creator styles, not internal briefs or campaign reports.
Content by the respective creators. Engagement counts visible in these screenshots reflect the time of capture and may differ from earlier reporting. They are not seven-day view totals.
07 / REFLECTION
Clear enough to launch.Open enough to feel native.
The strongest creator partnerships were not the ones with the most instructions. They began with a clear product truth, a culturally aligned content frame, and enough structure to make the launch dependable without flattening the creator's voice.
PRODUCT TRUTHCREATOR FITOPERATING RHYTHM