Work & case studies
Experience.
Applied thinking.
How product value becomes a clearer story, a more credible experience and a stronger reason to choose.
Explore project experience, selected planning material and brand studies. Each case states its scope and attribution.
01Selected material
Project experience
Selected prior professional experience of Christina Zhu. The scope and attribution of each example are stated below.
01Insta360
A U.S. new-product launch, through creators.
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Insta360
A U.S. new-product launch, through creators.
Challenge
Introduce a new consumer technology product to a U.S. audience.
Approach & context
Connect the launch with influencer marketing and the local creator context.
Project scope
Influencer marketing for a U.S. new-product launch, with an approximate project value of US$150,000.
Business relevance
Hands-on launch experience informs how we align product meaning, creator direction and market-facing communication.
Prior professional experience of Christina Zhu. Scope: U.S. new-product-launch influencer marketing.
02OPPO
Brand communication across markets.
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OPPO
Brand communication across markets.
Challenge
Support international marketing for a Chinese consumer technology brand across different local contexts.
Approach & context
Understand how headquarters direction, local execution and audience interpretation interact.
Project scope
International marketing and brand communication experience spanning 20+ overseas markets.
Business relevance
A practical foundation for diagnosing the gap between central brand strategy and local market expression.
Prior professional experience of Christina Zhu. The market count describes career experience.
02Selected material
Strategy & campaign proposals
Selected proposal material supplied for discussion. These examples show planning and creative methods; original agency credits are retained. They are distinct from completed Glam Brandz delivery.
01Florasis
Distinctive design, with a local reason to choose.
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Florasis
Distinctive design, with a local reason to choose.
Challenge
Make cultural design assets relevant to local beauty habits and purchase decisions.
Strategy in the sample
Pair distinctive design and craftsmanship with demonstrations, product details and local tutorials.
Proposed scope
Audience and channel review, content territories, product demonstrations and tutorial planning.
Business relevance
A useful model for connecting a brand’s cultural identity with tangible consumer value.
Strategy proposal sample, 2023. Original proposal credit: GrandSight.
02OPPO Thailand
Make premium value an experience.
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OPPO Thailand
Make premium value an experience.
Challenge
Give high-end product features a clear reason to matter to the audience.
Strategy in the sample
Use stores and dealer touchpoints as settings where product performance and trust can be experienced.
Proposed scope
A launch message house, store-experience concepts and social communication roles.
Business relevance
Shows how positioning can become evidence that people can see, try and remember.
Strategy proposal sample. Source: OPPO Thailand premium-breakthrough proposal.
03Trip.com
A connected invitation, experience and memory.
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Trip.com
A connected invitation, experience and memory.
Challenge
Address transit travellers’ concerns about timing and communication before inviting them into a city experience.
Strategy in the sample
Use first-person creator storytelling and participation mechanics across the traveller journey.
Proposed scope
Pre-launch film concepts, creator experience scripts, themed routes, sharing prompts and souvenir mechanics.
Business relevance
Illustrates how communication can answer hesitation and connect online interest with a physical experience.
Campaign proposal sample. Original proposal credit: Bandalabs. Proposed activity and content are planning outputs.
04Dreame Pocket
One product. One memorable occasion.
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Dreame Pocket
One product. One memorable occasion.
Challenge
Connect portability, drying and styling benefits to a relevant use situation.
Strategy in the sample
Organise the launch around summer travel, with a distinct content role for each platform.
Proposed scope
The “Breeze to Go, Summer Glow” campaign theme, message house and YouTube, Instagram and TikTok content directions.
Business relevance
Connects product features with a coherent occasion, then turns that choice into usable channel briefs.
Campaign proposal sample. Source: Dreame Pocket Hair Dryer campaign plan.
05Skyworth / Coocaa
A different job for each market and launch phase.
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Skyworth / Coocaa
A different job for each market and launch phase.
Challenge
Adapt product communication to different regional contexts, occasions and buying moments.
Strategy in the sample
Give pre-launch, launch and sustained communication clear roles within a locally relevant campaign.
Proposed scope
Market and audience analysis, regional themes, creator selection and phased U.S. launch planning.
Business relevance
A planning model for consistent brand direction with local and stage-specific expression.
Annual campaign proposal sample, 2024. Original proposal credit: Bandalabs.
06CapCut
From watching a tutorial to making something.
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CapCut
From watching a tutorial to making something.
Challenge
Help different kinds of users move from product education into their own creative participation.
Strategy in the sample
Connect tutorials to achievable tasks, useful assets and incentives for sharing finished work.
Proposed scope
Audience-specific tutorial themes, participation prompts, reward mechanics and UGC collection planning.
Business relevance
Shows how a campaign can make participation concrete rather than stopping at awareness.
Strategy proposal sample. Source: CapCut Master Plan. Outputs describe proposed activity.
07Genshin Impact
A shared world, with a reason to take part.
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Genshin Impact
A shared world, with a reason to take part.
Challenge
Create relatable prompts around exploration, character relationships and player experience.
Strategy in the sample
Use shared beginner memories and character-led exploration as two distinct creative routes.
Proposed scope
Animation, gameplay-edit and live-interaction concepts, with routes, guides and user-creation prompts.
Business relevance
Illustrates how a clear creative prompt can connect creator expression with audience participation.
Creative proposal sample. Source: Genshin Impact extreme-sports brief brainstorm. Bandalabs appears in the original timeline.
03Selected material
Partner portfolio
Relevant specialist experience, credited to the studio that delivered the original project.
01Leaf Chair for SUNON
Design decisions become a product story.
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Leaf Chair for SUNON
Design decisions become a product story.
Challenge
Develop a furniture product through product strategy and industrial design.
Approach & context
Connect form, function and the intended workplace experience.
Studio project
Leaf Chair for SUNON, a 2022 project in RAAK Design’s portfolio.
Business relevance
Adds a product-design perspective to the way technical and design value can be explained in the market.
Partner portfolio. Original project: RAAK Design, with Karel van Oorschot. This is RAAK’s project, not a Glam Brandz commission.
04Our strategic perspective
Public brand studies
Independent Glam Brandz analyses of public brand material. These studies demonstrate our strategic reading; they do not imply a client relationship.
01Insta360
From camera capability to creative freedom.
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Insta360
From camera capability to creative freedom.
Strategic question
How can a creator-tool brand build a memorable meaning beyond hardware comparison?
Our reading
Explore creative freedom as a larger narrative connecting capture, editing and creator identity.
Study focus
The relationship between product behaviour, creator use and the brand meaning those experiences can carry.
Business relevance
A lens for turning a technical advantage into a recognizable creative identity.
Independent Glam Brandz analysis of public brand material. Strategic interpretations are hypotheses, not internal strategy or commissioned client work.
Official brand source02Jackery
From portable power to preparedness.
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Jackery
From portable power to preparedness.
Strategic question
How can a useful power product acquire meaning beyond specifications and capacity?
Our reading
Explore independence, preparedness and confidence as narrative territories supported by practical use.
Study focus
The relationship between product utility, outdoor and home-backup scenarios, and emotional reassurance.
Business relevance
A perspective on building distinctive meaning around a rational, performance-led category.
Independent Glam Brandz analysis of public brand material. Strategic interpretations are hypotheses, not internal strategy or commissioned client work.
Official brand source03Ulike
From device claims to a trusted personal ritual.
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Ulike
From device claims to a trusted personal ritual.
Strategic question
What makes a private, at-home beauty routine feel understandable and credible?
Our reading
Explore a coherent relationship between product proof, privacy, routine and personal confidence.
Study focus
How brand narrative and creator expression can organise reassurance around a personal-care product.
Business relevance
A beauty strategy lens for connecting functional communication with trust and consumer meaning.
Independent Glam Brandz analysis of public brand material. Strategic interpretations are hypotheses, not internal strategy or commissioned client work.
Official brand source04Dreame
One meaning across an expanding product world.
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Dreame
One meaning across an expanding product world.
Strategic question
How can a broad smart-living portfolio remain easy for consumers to understand and remember?
Our reading
Explore a unifying brand promise that connects technical innovation with everyday life.
Study focus
Portfolio coherence, category roles and the narrative connecting home and personal-care devices.
Business relevance
A diagnostic lens for brands whose product range grows faster than their common story.
Independent Glam Brandz analysis of public brand material. Strategic interpretations are hypotheses, not internal strategy or commissioned client work.
Official brand source05VIVAIA
Make comfort part of an aspirational identity.
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VIVAIA
Make comfort part of an aspirational identity.
Strategic question
How can comfort, style and material choices support one distinctive brand meaning?
Our reading
Explore elegant everyday movement as a consumer-centred narrative territory.
Study focus
How functional benefits and design expression can combine into a coherent lifestyle identity.
Business relevance
A perspective on turning several product benefits into one memorable reason to choose.
Independent Glam Brandz analysis of public brand material. Strategic interpretations are hypotheses, not internal strategy or commissioned client work.
Official brand source06PETKIT
Technology that makes care feel closer.
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PETKIT
Technology that makes care feel closer.
Strategic question
How can connected pet devices communicate a larger emotional role in everyday care?
Our reading
Explore reassurance and intelligent companionship alongside automation and monitoring.
Study focus
The relationship between functional convenience, care routines and the trust pet owners seek.
Business relevance
A lens for connecting a device ecosystem with the human meaning behind its use.
Independent Glam Brandz analysis of public brand material. Strategic interpretations are hypotheses, not internal strategy or commissioned client work.
Official brand source07TCL
From technology portfolio to a shared way of living.
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TCL
From technology portfolio to a shared way of living.
Strategic question
How can a large technology and product portfolio carry one recognizable global brand promise?
Our reading
Examine how product, design and experience connect within an ecosystem-level narrative.
Study focus
The connection between technical capability, global brand expression and smart-living scenarios.
Business relevance
A corporate narrative lens for companies with extensive capabilities and many product categories.
Independent Glam Brandz analysis of public brand material. Strategic interpretations are hypotheses, not internal strategy or commissioned client work.
Official brand source08ANTA
Commercial scale meets cultural credibility.
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ANTA
Commercial scale meets cultural credibility.
Strategic question
How does sporting expertise become recognizable and relevant in a different consumer culture?
Our reading
Examine the relationship between brand portfolio, product authority and local sporting contexts.
Study focus
How corporate scale and individual brand identities can play different roles in building relevance.
Business relevance
A cross-cultural lens for successful domestic brands entering a new system of meaning.
Independent Glam Brandz analysis of public brand material. Strategic interpretations are hypotheses, not internal strategy or commissioned client work.
Official brand source09Bosideng
From specialist expertise to premium identity.
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Bosideng
From specialist expertise to premium identity.
Strategic question
How can product expertise be perceived as desirable design and brand value?
Our reading
Examine how functional credibility, design expression and consumer context support premium meaning.
Study focus
The translation of down-apparel specialism into a broader fashion and lifestyle narrative.
Business relevance
A perspective on making technical and manufacturing expertise meaningful to a premium audience.
Independent Glam Brandz analysis of public brand material. Strategic interpretations are hypotheses, not internal strategy or commissioned client work.
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