Strategy:

Though RedNote had built a strong user base, it struggled with perception—often seen as a platform filled with curated perfection, social pressure, and a sense of emotional distance.                                                                                        To soften that image and make the platform feel more real, warm, and grounded, I helped shape the strategy for “Love Echoes Tonight”: a Valentine’s Day livestream series centered around emotional connection rather than polished performance. I began by researching top-performing seasonal livestream campaigns to guide structure and tone. From there, I positioned the campaign around companionship and calm, selecting music-performing creators who could deliver quiet, heartfelt moments. I developed moodboards, visual direction, and creator briefs that aligned with both romantic aesthetics and RedNote’s evolving brand voice.                                                                                              Our goal wasn’t just engagement—it was to make viewers feel like they belonged.