Eric Zhang

//Project overview

I conceptualized and worked on this project from start to finish. I was provided with a promotional script and some old video clips from one of the influencers we worked with. For this promotion, we wanted to target the viewers on Tiktok. Our goal was to promote the mobile game "Star Wars: Galaxy of Heroes" with the help of the influencers on Tiktok and increase the game installation rate. Even though we have the influencer dress as one of the Star Wars Characters, I immediately found two potential issues the moment I watched her videos. One is the content wasn't quite game related, the other is the content was lack of excitement. In order to grab more viewers' attention and standout from many other creatives on Tiktok. I decided to add some spice while still maintain the overall brand guidelines. And I think the successful customer engagement isn’t just about making the user experience smooth and efficient (although that’s a huge part of it). It’s also about creating a brand personality that customers will love getting to know and want to engage with. The key to great engagement marketing is to show up where your customers are and create experiences that they can't help but participate in. Let me start with these questions "Have you ever had a dream?" "Are you often the main characters in your dreams growing up? " "Do you dream as if you're watching a movie or playing a video game?" My answer is "Yes, yes and yes!" So I had this idea to turn this Tiktok promotional video into a short sci-fi film. The story starts with the influencer playing the Star Wars game, then transitioning into the game world. I use her before and after cosplay looks to draw a line between the real world and the game world.  I have the influencer turn into her favorite game character, live her Star Wars moment, battle alongside with other iconic game characters while revealing some of the unique selling points in game. This includes but is not limited to collecting and leveling up your favorite Star Wars characters, building your squad with your friends and battling through eras, playing and winning the mobile game anywhere even in between lightsaber battles ㋡  When I was working on this project, one challenge I have encountered was to separate the influencer from the backgrounds. For some of the shots, I wanted to integrate CG into the live action footage. All the video clips were not shot on greenscreen, and the resolution is pretty low.  I needed to make them work because we were unable to re-shoot the videos. I was able to roto our the influencer with the roto brush tool in AE and overcome the issues. It was a fun project to work on. And as a result, our UA data shows over 60% of CVR came from this single creative, and the IPM is double any other live creative in only two weeks.