Case Studies
Project Case Studies
Yimi Media
01
From Cold Start to 10M+ Views
Building Viral Content with "Personal Story + Food"
Background
Cold-start account in a saturated food content space. Needed a differentiated direction — fast.
01
Benchmarked top accounts — found pure food content lacked virality; emotional storytelling was the missing variable
02
Define Content Positioning: Chose "personal story + food" — a low-competition niche with high user empathy and strong organic word-of-mouth potential
03
Amplified emotional depth across interviews, scripts and editing — making both the food and the person feel real
04
Iterated by data — adjusted topics and pacing based on watch-through rate and engagement per video
10M+
Single-Video Views
960K+
Likes
100K+
Followers in One Week
300K+
Followers in 3 Months
Key Takeaway
Virality = topic resonance + character relatability + format. The account monetized at ¥6,000 per sponsored video.
Qihang Education
02
Designing Engagement Mechanics from User Pain Points
40-Day Complex Sentence Check-in Campaign
Background
Students consistently dropped out during complex sentence study — they lacked sustained motivation.
1.77M
Total Impressions
531
Participations
889
Total Interactions
01
Daily content cadence — one complex sentence + analysis every day for 40 days (Mar 11–Apr 19)
02
Low barrier to join — repost + comment translation to participate; email a screenshot to close the loop
03
Layered incentives — streak prizes for consistency, random comment gifts for surprise
Key Takeaway
Companionship + lightweight incentives + sustained interaction beats rewards-only mechanics every time.
Qihang Education
03
Reaching Trending Top 2 on Exam Wrap-Up Day
Background
Exam wrap-up is a peak trending moment — but the window is minutes, not hours.
→
Tracked historical trends around exam-end topics and planned content direction in advance
→
Pivoted to a poll format in real time — high emotion = high engagement intent. The interaction→exposure loop hit the trending feed at #2
1.29M
Single-Post Impressions
1,218
Followers in 3 Days
#2
Trending Topic Feed Rank
Key Takeaway
Topic is only half the equation — format determines virality. Read the emotional moment, lower the friction, and let the algorithm do the rest.
Zhihu
04
Course SOP Optimization — 80% Completion Rate
Background
Unclear service rhythms, scattered feedback and declining motivation were hurting completion rates.
→
Refined outreach timing — tuned when reminders and DMs fired to cut intrusiveness
→
Closed the loop — added pre-course surveys and post-course check-ins
→
Added milestone rewards to reduce learning resistance at critical drop-off points
→
Rebuilt the SOP — compiled FAQs and review materials into a reusable standard workflow
80%
Completion Rate
Top 1
Team Ranking
400+
Users Served
Key Takeaway
Good user ops turns fuzzy problems into processes that are observable, optimizable and replicable.
Qihang Education
05
Content-Driven Product Conversion — 193% Click Growth on Bilibili
Background
Back-to-school videos were outperforming — high views, high engagement. A clear window for conversion.
→
Campaign banner at video end — planted at the natural conclusion to minimize ad feel
→
Pinned purchase link in comments under high-engagement videos — shortest path from content to conversion
+194%
Click Growth Rate
+2302%
Conversion Revenue Growth
Key Takeaway
Growing followers is table stakes. The real value is embedding conversion at the moment attention peaks.