IMVU: New Culture, New Design

In 2019 IMVU launched a campaign to introduce their mobile app into the South Korean market. The decision was made because market research has shown that IMVU’s product aligned well with Korean consumers due to a high interest in mobile games and the country’s larger disposable income. On the technical side, the current app was modified to support the Korean language and to better connect Korean users with other Koreans.

 

In order to bring awareness of this new expansion of the IMVU mobile app, the marketing team was tasked with building a new promotional campaign to bring the new potential users into the fold. During this time I developed and built a design approach to maximize this campaign’s effectiveness.

Problem Summary

“Vibio is a new job service focused on creating a better way to create resumes using video technology. They want to expand their current service to facilitate one-way interviewing but are struggling to develop a feature set that would make them stand out in the marketplace.”

Considerations

  • The marketing had limited resources and less than 3 weeks to create a campaign between a team of two designers and two video editors.
     

  • Marketing had to use our current western-centric focused platforms/systems (ie. Current social media pages, programs, contests, etc.) to reach out to the new audience so that the programs would have to match both markets.
     

  • We had access to very generalized research done by a third party organization that was not as familiar with IMVU’s brand and services as our in-house team. The research focused mostly on branding.
     

  • IMVU’s target audience was teens and young adults

Research

  • The marketing had limited resources and less than 3 weeks to create a campaign between a team of two designers and two video editors.

  • Marketing had to use our current western-centric focused platforms/systems (ie. Current social media pages, programs, contests, etc.) to reach out to the new audience so that the programs would have to match both markets.

  • We had access to very generalized research done by a third party organization that was not as familiar with IMVU’s brand and services as our in-house team. The research focused mostly on branding.

  • IMVU’s target audience was teens and young adults

More coming soon...

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