Sihan Wang
ZHContact
← All work

04 / Internship work

SIGNAL / MATRIX

Tencent Automotive Media Matrix Research

A comparative study to support new-media discussions for FAW Toyota China.

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Project background

01 / S / Project background

Map channel architecture, content performance and audience touchpoints across automotive brands for FAW Toyota’s new-media discussion.

  • 01FAW Toyota China
  • 02Public & private channels
  • 03Channel-content comparison
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Goal & role

02 / T / Goal & role

Deliver research and structured inputs for a unified comparison framework in the project deck.

  • 01Industry research
  • 02Information structure
  • 03Recommendation inputs
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What I did

03 / A / What I did

Study 10+ automotive brands across account architecture, platform roles, content, activity and audiences, comparing public and private touchpoints.

  • 0110+ automotive brands
  • 028 key public platforms
  • 03Website, app, mini-program
Tencent automotive social-media research slide

Tencent automotive social-media research slide

Framework example: comparing a shift from sales-led messaging toward communication and audience participation.
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Result & review

04 / R / Result & review

Produce a media-matrix analysis and optimisation recommendations that entered the project deck and informed later channel and content discussions.

  • 01Matrix analysis
  • 02Optimisation recommendations
  • 03Included in project deck
10+brands researched
8key public platforms
2public and private lenses