One Click
The multi-phase product launch of Cheetah Talk, the first smart translation device that offers two-way translation through a one-button design.
Product
Ultralight and portable with a sleek one-button design, Cheetah Talk (formerly CM Translator) offers instant two-way translation and real-time recording in a variety of scenarios. This unique capability can automatically recognize and translate the input language. There is no need to switch languages or change settings during conversations. It is powered by AI technology from Microsoft Azure Cognitive Services and supports 42 languages with 180 days of standby time and a full 24 hours of continuous use.
My Role
As the digital content manager, I developed and executed go-to-market strategies driving brand awareness, engagement, and traffic for Cheetah Talk. I conducted in-depth market analysis, competitor research, and channel marketing analysis.
From pre-launch to post-launch of the product, I provided end-to-end management of the video production partner, managed the product’s social media platforms, secured PR coverages, coordinated trade show/launch day events, and produced digital content for ads.
Additionally, I taught myself Final Cut Pro as well as scriptwriting due to budget constraints in order to supply product creatives for multi-channel usage.
The Process
After the smart translator proved to be a big success in the Asia market, the stakeholders at Cheetah Mobile were excited to launch the product in the U.S. market.
During the pre-launch phase, we created a testbed program that allows our team to gain insights into the customer base in the U.S. and their interest level. We initially launched a campaign on the crowdfunding site, Indiegogo, aim to create awareness and generate leads. As part of the testbed program, we wanted to collect direct feedback from users by attending Microsoft IoT Conference as a sponsor. Through both channels, we were able to validate the product was a huge need for both business and leisure travelers.
As the launch day was approaching, we partnered with the retails-as-a-service company, b8ta. With a chain of 22 standalone retail stores, we were able to display our product in 5 selected locations to capture more leads.
By utilizing the leads we collected and nurtured through different channels, we were able to successfully enter the post-launch phase.
Video produced by Jessica (from pre-production to post-production)
Metrics
Led the social media team in creating and implementing a targeted visual campaign, resulting in a 2% CTR and $1.80 CPL, which was $4.50 CPL prior to my leadership.
Awarded 2nd place at the Social Media Challenge held by the Microsoft IoT Conference in Houston and received social media amplification from the official Microsoft IoT’s social media account.
Reduced Facebook Ads CPL by 79.4% with new video content strategy.
Secured media coverages on Venture Beat, TechNode, and TL Travel Tips.
Key takeaways
As this was my first experience working for a Chinese big tech company, I learned to adapt to the work culture by maintaining a growth mindset with a can-do attitude.
Strengthen my understanding of video production, giving me the ability to learn Final Cut Pro and scriptwriting on the job.
How to identify the effective channels and convince decision-makers.
How to communicate with the remote product, engineering, marketing, sales, and executive teams especially when individuals are hard to reach in different time zones.
How important it is to build rapport with other departments - able to find solutions to complete the project.