The Hives- IP Brand Launch & Social Growth

Marketing & Branding Manager, Y.M. Animation Studio | May 2018 – May 2019

24 Solar Term: Frost’s Descent Poster
24 Solar Term: Grain in Ear Poster
Father’s Day Poster

Purpose

  • Introduce the “The Hives” 3-D animation IP to the China market and build a recognisable brand voice across new-media channels before the series premiere.
  • Drive fan acquisition and engagement through personified storytelling, seasonal posters, and interactive campaigns.

Key Outcomes (12-month window)

  • Social Growth
    • Followers ×10 across WeChat, Weibo
    • Average article views & shares ↑3 × after content revamp
  • Campaign Highlights
    • “Draw Your Little Bee” UGC drive & “Halloween Trick-or-Bee” gamified quiz boosted weekly reach by +280 %
    • Created evergreen GIF-sticker library that generated >2 M in-channel uses
  • Industry Recognition
    • 2019 Rising Star Licensing Award & Top-10 Most Promising IP at China Licensing Expo

My Responsibilities

  1. Channel Build 0→1 – launched official WeChat, Weibo, Douyin; designed UI/UX for brand homepages.
  2. Content Creation – wrote & laid out 1-2 high-quality bilingual articles per week; produced short-form videos and animated posts.
  3. Personified Brand Voice – developed “talking bee” persona; scripted seasonal posters (Frost’s Descent, Grain in Ear etc.) to match China’s 24 solar terms.
  4. Community Campaigns – planned UGC contests, quizzes, and hashtag events to lift stickiness and word-of-mouth.
  5. Licensing Outreach – represented the IP at trade shows, pitched to partners, and secured collaboration MOUs.

Tools Used

Photoshop · Illustrator · Premiere Pro · Canva · WeChat CMS · Weibo Ads