04 / Internship work
Tencent Automotive Media Matrix Research
A comparative study to support new-media discussions for FAW Toyota China.
Project background
To support FAW Toyota China’s new-media planning, the team needed a view of how domestic and international automotive brands structured channels, content and audience touchpoints.
Goal & role
I completed industry research, information structuring and recommendation inputs for project reporting; I was not the final presenter.
What I did
I studied 10+ EV and traditional automotive brands through account architecture, platform roles, content formats, recent activity, follower and post performance, audience profile, livestreaming, commercialisation and public-private channels. Public channels included Douyin, Video Accounts, WeChat, Xiaohongshu, Kuaishou, Bilibili and Weibo; private channels included websites, apps and mini-programs.
Result & review
The resulting media-matrix analysis and recommendations entered the project deck and Toyota project group, informing later channel and content discussions.