My Role

UX Researcher

Strategic Designer

OVERVIEW

designer

Elaine Zeng

Hailin Chen

Yunyu Liu

Beyond Intelligence: DeepSeek Marketing Campaign
DeepSeek is reshaping the future of AI by making advanced intelligence open, customizable, and universally accessible. Yet as technology evolves, the brand faces growing challenges in sustaining user engagement, communicating its value, and building a cohesive ecosystem that supports long-term growth.

Design Objectives

The design objective is to expand public awareness, deepen user participation, and accelerate enterprise-level partnerships—ultimately positioning DeepSeek as a globally trusted, future-ready AI platform.

This campaign reframes DeepSeek not just as a powerful tool, but as an everyday companion that brings intelligence to everyone, anywhere, at any time.

Problem Insights & User Journey

User pain points: unclear value communication, fragmented ecosystem, and loss of competitors.

CORE MARKETING STRATEGIES

This marketing strategy revolves around a "three-stage approach", starting with igniting awareness, establishing connections, and then achieving comprehensive penetration to systematically amplify brand value.

AI Sparks

AI Nexus

AI Everywhere

Phase 1: AI Sparks

For the general public and creators

Phase 2: AI Nexus

For enterprises and academic institutions

Phase 3: AI Everywhere

For emerging markets and governments

Budget and Result Forecast

Total Budget: $1M

Allocation: Social Media, Offline Advertising, Developer Promotion

Expected Results: 35 million+ social interactions, 2.4 million+ new users, ROI 420%

APPENDIX

A comprehensive understanding of the market, policies, and technology

REFLECTION

This project helped me grow from an executor to a strategic thinker. I learned to "translate" DeepSeek's complex technology into tangible, everyday value for users and implement it through a three-stage marketing framework. The core growth lay in mastering the ability to make creative decisions under the multiple constraints of technological complexity, global cultural differences, and business goals, transforming me from a service designer into a "value architect" connecting product and market.

  • Finding a balance between technological complexity and user experience simplicity

  • Using data to tell stories, making marketing decisions more scientific

  • Achieving localized resonance while maintaining brand consistency in cross-cultural contexts

presentation