Background & Strategy
On December 16, 2020, Baidu released Gravity, a soul dating app with just English and Japanese language options, for Japan and other markets.
The Humble Bunny reports that LINE, Twitter, Instagram, Facebook, and TikTok were the Top 5 SNS platforms in Japan in 2021. TikTok was selected as the primary placement medium for customer acquisition in Japan because it has a large population of Gen Z users who are engaged on the platform and whose user portraits are extremely compatible with those of Gravity.
Since its release, Gravity has received ratings of 4.7 and 4.4 in the App Store and Google Play, respectively. But since the score has been dropping, we must finish the cold start and restart the incremental promotion.
Tested material direction
Based on the product itself, WEZO combine the Japanese and local planner and optimizer team to create a strong promotion of product features + local content for Gravity. The materials with large volumes include communication of stars, KOL promotion, conversation materials, cheek pinching 3D materials, and oral broadcast materials.