"Bittersweet" Memories of miHoYo's Marketing Team

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## Introduction

在市场营销策划这件事上，米哈游的同学们有些特殊的“苦涩”回忆：
In the matter of marketing and planning, the colleagues at miHoYo have some unique "bittersweet" memories:

第一个H5活动发布前的夜晚；体感温度-20℃环境拍摄的纪录片；硬着头皮做出的第一支角色PV；给老番茄做群演的一天；出现在每一场展会的神秘志愿者……
The night before the release of the first web event; filming a documentary in a -20°C environment; creating the first character promotional video with a brave face; a day spent as an extra for Lao Fanqie; mysterious volunteers appearing at every exhibition...

今天，R酱带来了六段回忆和市场岗位的投递贴士，希望与大家一起深入市场同学们有趣的日常，感受他们的热爱。
Today, R-chan brings six memories and shares tips for those interested in marketing positions. Let's delve into the interesting daily lives of marketing colleagues and experience their passion together.

## Social Media and Communication

我还清楚地记得，在活动上线前的夜晚我一直很忐忑，因为我知道，所有的官方上线内容都会被千万玩家所关注。
I still vividly remember feeling anxious on the night before the launch of the event because I knew that all the officially released content would be scrutinized by millions of players.

我参与策划的第一个H5活动是「将启的远行」，在发布前我生怕出现一丝问题。好在活动的上线十分顺利，还有玩家因为觉得其中的Q版角色可爱，制作了表情包在群聊里进行分享。当时才意识到，原来自己策划的内容被大家看见和认可，是这样的成就感。
The first web event I participated in planning was "Distant Voyage," and I was afraid of any potential issues before its release. Fortunately, the event went smoothly, and some players found the chibi characters cute enough to create and share emoji packs in their group chats. That's when I realized the sense of accomplishment that comes from seeing others view and appreciate the content I planned.

我们在制作每一份社媒内容的时候，都会把会它当成一款产品来打磨。一个内容在发布之前，往往需要经历内容策划、文案撰写以及素材制作等各个步骤；在内容发布之后，传播渠道、社区拓展、用户反馈等等，也都是我们需要关心和考虑的。
When creating each piece of social media content, we treat it as a product to be polished. Before release, a piece of content usually goes through various stages such as content planning, copywriting, and asset production. After release, we pay attention to dissemination channels, community expansion, and user feedback, among other considerations.

只有当所有内容都符合我们的要求之后，我们才会在提前规划好的时间里，按下「发布」按钮，而按下「发布」按钮的时间，也是需要根据游戏产品的版本宣发期与各类账号的宣发安排来决定的。
Only when all the content meets our standards do we press the "publish" button at the scheduled time, which is determined based on the game product's version promotion period and various account promotion arrangements.

当我现在再回顾我参与的所有社媒内容时，会觉得自己其实和游戏里的人一起，在静静地成长，这是十分奇妙的感觉，让我觉得欣喜。
When I look back at all the social media content I've been involved in, I feel like I've been quietly growing alongside the people in the game. It's a wonderful feeling that fills me with joy.

R酱的投递贴士
R-chan's Delivery Tips

社交媒体与传播方向的同学将主要负责产品社媒传播方案的策划与执行。通过社媒平台与外部社区等传播渠道，借助各类传播工具，根据产品与渠道属性定制内容进行发布与传播，扩大产品的知名度与影响力。
Students specializing in Social Media and Communication will primarily be responsible for planning and executing product social media communication strategies. Through various communication channels such as social media platforms and external communities, they will customize content based on product and channel attributes for publication and dissemination, thereby expanding product visibility and influence.

Offer加分项：内容产出能力+社媒运营经验+传播思维
Bonus qualifications for the job offer: Content production ability + Social media management experience + Communication mindset

## Public Relations and Media

每一次跨界联动，都是一场全新的冒险，比如：爬雪山。
Every crossover collaboration is a brand new adventure, just like climbing a snowy mountain.

在2020年10月，我出了四趟差。
In October 2020, I embarked on four trips.

前往黄龙的那一次，我主要负责采访景区负责人、拍摄纪录片，同行的同事则负责场地搭建、物料摆放等。那一次我们连续爬了三天雪山，直接空降九寨沟机场的我们都有或多或少的高原反应。当时山顶有厚厚的积雪，体感温度在-20℃左右，我们每个人被分到了一件黑色长羽绒服，大家和合作方一起，扛着传送锚点，缓缓爬上雪山去布置场地。
During the visit to Huanglong, my main responsibilities included interviewing the scenic area manager and shooting a documentary, while my colleagues focused on setting up the venue and arranging materials. We climbed the snowy mountain for three consecutive days, and even those of us who flew directly to Jiuzhaigou Airport experienced varying degrees of altitude sickness. The mountain top was covered in thick snow, with a felt temperature of around -20°C. Each of us was assigned a black down jacket. Together with our partners, we carried anchor points and slowly climbed the mountain to set up the venue.

与此同时，我还带着纪录片团队，用我出发前紧急补习的拍摄知识和他们对接，在爬山过程中寻找和游戏场景相近的角度，一路走一路拍。
At the same time, I led the documentary team, using the filming knowledge I urgently learned before the trip to coordinate with them. During the ascent, we searched for angles resembling the game scenes and filmed along the way.

雪山难行，我们走一步，滑一步。当时的心情十分苦涩，但是抵达了拍摄场地后，看着自然形成的钙化池和游戏内的场景完美交叠在一起，突然有了一种感动，感觉前面所有的努力都是为了这一刻。
Difficult journey on the snowy mountain, we take one step, slide one step. The emotions at that time were quite bittersweet, but upon reaching the filming location and witnessing the perfect overlap of the naturally formed calcification pool with the in-game scene, a sudden sense of awe and accomplishment struck me. It felt like all the efforts were leading up to that moment.

在完成素材拍摄之后，我开始着手做纪录片的内容与传播。当时我采访了景区相关负责人，和他们一起讨论当地自然景区保护的现状，在山脚下完成了拍摄脚本，最终通过纪录片把这个故事和原神研发的幕后分享给了大家。
After completing the material filming, I started working on the content and promotion of the documentary. I interviewed the relevant personnel of the scenic area, discussed the current situation of local nature conservation with them, and completed the script at the foot of the mountain. Ultimately, through the documentary, I shared this story and the behind-the-scenes of *Genshin Impact*'s development with everyone.

市场向的工作常常有全新的挑战出现，我在结束了张家界、黄龙、桂林的景区联动以后，还跟进了肯德基的“异世相遇，尽享美味”联动。有了前面的经验，我在肯德基联动中可以说是——哈哈，并没有驾轻就熟，还是困难重重。直到现在，每天遇到的问题还是五花八门，需要绞尽脑汁才能把一个个想法落地，好像每天都是做市场的第一天一样。
The work in marketing often presents new challenges. After concluding the collaborations with Zhangjiajie, Huanglong, and Guilin, I also followed up with KFC's "Encounters in Another World, Enjoying Deliciousness" crossover. With the previous experience, I can say that my approach to the KFC collaboration was—haha—not as smooth sailing as expected. The difficulties were still present. Even now, I encounter a wide variety of problems every day, requiring me to rack my brains to turn ideas into reality, as if every day is the first day in marketing.

不过在活动最终上线、视频终于对外的日子里，我看到玩家们的反馈，都会感觉非常快乐，毕竟市场的使命就是：尽我们所能，让好产品被更多人看见。
However, on the day when the event finally goes live and the videos are released, I feel tremendous joy when I see the feedback from the players. After all, the mission of marketing is to do our best to make great products seen by more people.

R酱的投递贴士
R-chan's Delivery Tips

公关与媒介方向的同学将主要负责产品的媒体传播策略策划与执行，整合媒体、跨界品牌、平台供应商等资源，根据产品调性策划、把控媒体传播内容，推动项目落地。
Students specializing in Public Relations and Media will primarily be responsible for planning and executing the product's media communication strategies. They will integrate resources such as media outlets, cross-brand collaborations, and platform suppliers, and plan and control media communication content based on the product's tone, thereby driving project implementation.

Offer加分项：内容产出能力+审美设计能力+项目管理能力
Bonus qualifications for the job offer: Content production ability + Aesthetic design ability + Project management ability

## Distribution and Deployment

在市场工作中，我们非常重视校招同学的建议。
In our marketing work, we highly value the suggestions from fresh graduates.

我们的用户喜欢什么？想要什么？他们为了什么而感动，又因为什么而欣喜？在这些问题上，我们一直相信校招同学有着敏锐的洞察力和丰富的创意，能够为我们带来最真实的声音。
What do our users like? What do they want? What moves them and brings them joy? We believe that fresh graduates have keen insights and abundant creativity when it comes to these questions, and they can bring us the most authentic voice.

加入发行与投放方向的校招同学，在了解公司的业务情况后，首先要做的事情，就是在导师的指导下学习如何提炼产品特点、洞察目标用户与诉求、并花好第一笔钱。
For fresh graduates joining the distribution and deployment field, after understanding the company's business situation, the first thing to do under the guidance of mentors is to learn how to extract product features, understand the needs and demands of the target users, and allocate the initial budget wisely.

同学们会拿到第一笔项目经费，开始负责一块业务，全流程跑通一个渠道的发行工作，而这个时候要做的，就是要把控好项目中的所有细节，让更多用户更加了解我们，了解技术宅们打造的世界。
Students will receive their first project budget and be responsible for a specific business area. They need to oversee the entire process of releasing a channel, ensuring that more users understand us and the world created by the tech enthusiasts.

举一个渠道发行的例子，如果同学们想要做效果投放，他们可能会对接1-2个渠道，并且跟进所有投放素材的策划、设计、产出。同学们需要整体把控与分析预算如何使用，每一项花销的原因是什么，效益情况怎么样。同学们不仅要判断今天的预算花得值不值，还需要判断明天面对类似的项目，预算应该增加，还是降低。这些都要求同学们有较强的理性分析能力和逻辑思维，并且能够把控投放素材品质，只要同学们具备这些素质，我们将给每一位校招同学巨大的空间去自由探索发行与投放。
As an example of channel distribution, if students want to do performance marketing, they may engage with 1-2 channels and follow up on the planning, design, and production of all marketing materials. Students need to have a comprehensive understanding of budget allocation and analyze how each expense contributes to the overall results. They must not only assess the value of today's budget expenditure but also determine whether the budget should increase or decrease for similar projects in the future. These requirements demand strong analytical and logical thinking skills, as well as the ability to control the quality of marketing materials. As long as students possess these qualities, we will provide them with great freedom to explore and excel in the field of distribution and deployment.

R酱的投递贴士
R-chan's Delivery Tips

发行与投放方向的同学将主要负责产品的发行流程推进与管理，跟进与维护各个发行渠道，把控广告创意，产出吸量素材。基于行业数据洞察与产品营销策略进行分析复盘，持续管理与迭代用户增长路径与流量获取渠道。
Students specializing in Distribution and Deployment will primarily be responsible for advancing and managing the product's distribution process. They will follow up and maintain various distribution channels, control advertising creativity, and produce engaging materials. They will analyze and review performance based on industry data insights and product marketing strategies, and continuously manage and iterate user growth paths and traffic acquisition channels.

Offer加分项：数据分析能力+项目管理能力+审美设计能力
Bonus qualifications for the job offer: Data analysis ability + Project management ability + Aesthetic design ability

## Content Promotion

在《原神》上线之前，我们就已经明确，我们的宣发内容不会是人云亦云，而是会探索更多新内容，为玩家们提供更加丰富多彩的体验。
Even before the launch of *Genshin Impact,* we were clear that our promotional content would not simply follow the trend, but instead explore new possibilities and provide players with a more diverse and enriching experience.

在这种初心之下，我提出了制作角色PV这一设想。
With this initial goal in mind, I proposed the idea of creating character promotional videos.

因为之前组内没有先例，我一开始担心过大家不喜欢这样的内容或形式。由于当时还在早期开发阶段，研发团队的同学们都在倾尽全力打磨游戏本身，想要开辟一条新的内容线意味着将大幅增加大家的负担，但在充分思考这件事对产品所能带来的益处后，我还是硬着头皮去推进了这个想法。幸运的是，对产品倾注了心血的同学们都给了我很大的支持，他们和我一样，期盼着我们的故事和角色能被更多人喜欢，为此大家都愿意再燃烧自己一次。
Since there were no precedents within the team, I initially worried that others might not like this type of content or format. At that time, we were still in the early development stage, and the development team was working tirelessly to polish the game itself. Introducing a new line of content would significantly increase everyone's workload. However, after carefully considering the benefits this could bring to the product, I decided to push forward with this idea despite my concerns. Fortunately, the team members who had poured their hearts into the product showed me tremendous support. Like me, they hoped that our story and characters would be loved by more people, and they were willing to go the extra mile once again.

我们最先制作的是凝光、北斗的2D PV。现在看来当初做的内容还比较简单，但也是有了第一次尝试之后，我们才能不断迭代、提升、完善我们的内容制作流程，让更加完整、精致的角色剧情PV不断得以推出，将原神更多精彩的故事以新的形式带给大家。
The first 2D promotional video we created was for the characters Ningguang and Beidou. Looking back now, the content we initially produced may seem relatively simple. However, it was through this initial attempt that we were able to iterate, improve, and refine our content creation process continuously. This allowed us to release more complete and exquisite character story promotional videos in new forms, bringing more exciting stories from *Genshin Impact* to players.

在我们的团队里，只要校招同学们能够思路清晰地提出符合产品的宣传需求的内容创意，权衡好制作的得失，那么无论是视频、美术，还是活动、音乐，都能够获得所有协同方的支持，让同学们的创意能够以高品质落地。与此同时，大家做出的内容也会被千万玩家所关注，打磨内容时付出的每一份努力都不会被辜负。
In our team, as long as fresh graduates can clearly propose creative content ideas that meet the product's promotional needs and carefully weigh the pros and cons of production, they will receive support from all collaborating parties. Whether it's videos, artwork, events, or music, their creative ideas can be implemented with high quality. At the same time, the content they create will be noticed by millions of players, and every effort they put into refining the content will not go in vain.

R酱的投递贴士
R-chan's Delivery Tips

内容宣发方向的同学将主要负责产品内容向宣发的策划与产出。需要对产品的制作流程与调性有深入的理解，能够提炼出产品的卖点，洞察用户需求，监修、制作高质量的官方内容，协调各个管线，推动项目准时且高质量落地。
Students specializing in Content Promotion will primarily be responsible for planning and producing promotional content for the product. They need to have a deep understanding of the product's production process and tone, extract the product's selling points, understand user needs, oversee and produce high-quality official content, coordinate various pipelines, and drive projects to be delivered on time and with high quality.

Offer加分项：内容产出能力+游戏设计理解+审美设计能力
Bonus qualifications for the job offer: Content production ability + Understanding of game design + Aesthetic design ability

## Content Ecosystem Collaboration

做内容生态合作的日子里，总有些意想不到的乐趣。
In the days of content ecosystem collaboration, there are always unexpected joys.

比如：在B站知名UP主老番茄的视频中出镜，全程协助拍摄。
For example, appearing in the videos of the well-known content creator Lao Fanqie on Bilibili and assisting in the entire shooting process.

在老番茄来的那一天，我们把他的“工位”电脑的桌面换成了番茄，还准备了一些精致食物【】。
On the day Lao Fanqie visited, we changed the desktop background of his "workstation" computer to tomatoes and prepared some exquisite food.

在拍摄的过程中难免需要群演，充当各种龙套角色，陪他完成一整天的拍摄。这个重任自然而然就落到了我的头上，毕竟我也不是第一次当工具人了。
During the shooting process, there is inevitably a need for extras to play various supporting roles and accompany him throughout the day. Naturally, this responsibility fell on my shoulders, as I was no stranger to being a handyman.

在日常工作中，我需要和各类平台的创作者进行沟通和合作，很快我就发现这是一个“公款追星”的好机会，因为这样就能有机会和关注了许久的创作者/KOL一对一交流甚至面基，这让我无比惊喜。我也非常期待能继续和更多自己所喜欢的创作者/KOL们接触，但是无论以后是否真的有机会，我都觉得为自己热爱的文化发光发热，是一件很浪漫的事情。
In my daily work, I need to communicate and collaborate with creators from various platforms. I quickly realized that it was a great opportunity to "pursue stars with public funds" because it provided a chance to have one-on-one interactions or even meet face-to-face with creators/KOLs whom I have long admired. This made me extremely delighted. I also look forward to continuing to engage with more creators/KOLs that I personally admire. However, whether there will be such opportunities in the future or not, I believe that shining and radiating passion for the culture I love is a romantic thing in itself.

随着游戏内容的持续更新，我们内容生态合作领域也一直在不断尝试新的方向。校招同学们既可以参考过去的合作案例的复盘结果，总结与吸收一手市场经验，也可以大胆提出新想法，去尝试全新的内容与形式，相信校招同学们很快就能到一线参与实战，获得“公款追星”的机会噢！
With the continuous updates of game content, our content ecosystem collaboration field has been constantly exploring new directions. Fresh graduates can learn from the retrospectives of past collaboration cases, absorb firsthand market experience, and boldly propose new ideas to try new content and forms. I believe that fresh graduates will soon have the opportunity to participate in frontline combat and have the chance to "pursue stars with public funds"!

R酱的投递贴士
R-chan's Delivery Tips

内容生态合作方向的同学将主要负责产品与各平台及创作者的传播方案策划。根据平台与创作者的调性，对合作产出内容进行方向把控，监修并参与内容制作；与合作方进行沟通与谈判，推动合作传播方案的落地；积累与运营平台和创作者资源，扩大产品声量，实现合作共赢。
Students specializing in Content Ecosystem Collaboration will primarily be responsible for planning the product's communication strategies with various platforms and creators. Based on the tone of the platforms and creators, they will provide guidance on collaborative content production, oversee and participate in content creation, communicate and negotiate with partners, and drive the implementation of collaborative communication plans. They will accumulate and operate platform and creator resources to expand product visibility and achieve mutual cooperation.

Offer加分项：活动策划能力+内容产出能力+内容知识储备量
Bonus qualifications for the job offer: Event planning ability + Content production ability + Knowledge of content domains

## Offline Brand Events

线下活动的魅力是拥有极强的交流感。
The charm of offline events lies in the strong sense of communication it brings.

线下活动一般都需要提前2-3个月就开始筹备，如果是大型、重量级的活动，往往时间更长。和时间对等增长的，就是项目带来的确定性。
Offline events usually require preparation 2-3 months in advance, and for large-scale and heavyweight events, the timeline is often even longer. Along with the passage of time, there comes a sense of certainty about the project.

策划和执行的过程，总是疲惫的。线下涉及到搭建，往往漫展的搭建都需要在2-3天内完成，导致我们经常需要紧赶慢赶才能完成展台搭建（笑），做完搭建还需要核对第二天的活动，准备周边贩售，舞台嘉宾串词。
The process of planning and execution is always exhausting. In the case of offline events, the setup often needs to be completed within 2-3 days, especially for conventions, which means we often have to rush to finish setting up the booth (laughs). After the setup, we need to double-check the activities for the next day, prepare merchandise sales, and coordinate the script for the stage guests.

第二天往往又得在七点起床准备当天的活动，可以说是愿意付出一切让我再多睡五分钟的心情了。但开展的那一瞬间，看到玩家过来，有时候会奇妙地觉得，我们的展台，我们的活动，正在和玩家对话，那个时候，感觉一切都很值得。
The next day, we often have to wake up at 7 am to prepare for the day's activities. I can say that I'm willing to give everything just to have five more minutes of sleep. But at the moment the event starts and I see the players coming over, sometimes I feel strangely that our booth, our event, is having a conversation with the players. At that moment, everything feels worthwhile.

我第一次办展遇到过一个蛮高的小哥，当时无论我们在哪儿办展，他都会出现在我们展台现场，忙前忙后。
During my first event, I encountered a tall guy who was always present at our booth, regardless of where we held the event. He was busy helping us before and after the event.

因为他总是会比我们临时招募的志愿者更有热情，更熟悉游戏，更有耐心和玩家交流，我们一度想招募他作为我们展台的志愿者，并且支付日薪工资。但都被拒绝了，后来我们提出送一些周边给他，也被拒绝了。我后来还不死心地挣扎了几次，最后小哥和我很生气地说：“如果为了钱，我根本不会来这里。”
He was always more enthusiastic than the volunteers we recruited on the spot, more familiar with the game, and more patient in interacting with players. We once thought about recruiting him as a volunteer for our booth and paying him a daily wage. However, he declined. Later, when we offered to give him some merchandise, that was also rejected. I even struggled a few times afterward, but he angrily told me, "If it's about money, I wouldn't have come here in the first place."

我当时听完蛮羞愧的，就再没提过报酬的事情。现在小哥因为工作繁忙，很难再像以前那样过来现场帮忙。我会从这件事觉得，大概线下活动总能吸引大家前往，就是源自于这种纯粹的喜欢所驱动的行动力吧。
I felt quite embarrassed after hearing that and never brought up the issue of compensation again. Now, due to his busy work schedule, it's difficult for him to come to the event site and help out as he used to. From this experience, I realized that offline events can always attract people because of the pure love and passion that drive such actions.

最近临近《原神》2周年，偶尔又会收到几条关爱信息，询问线下活动的消息，我想说的是，项目一直在保持进度更新，总有一天，我们会相见的！
As the second anniversary of *Genshin Impact* approaches, I occasionally receive messages expressing care and asking about offline event updates. What I want to say is that the project is constantly making progress, and one day, we will meet again!

R酱的投递贴士
R-chan's Delivery Tips

品牌线下活动方向的同学将主要负责产品传播线下活动的策划与落地，基于对游戏调性与目标受众的深入理解,，参与规划、制作及审核活动素材，协同外部合作方，管控活动现场。
Students in the field of offline brand events will be primarily responsible for planning and executing product promotion activities offline. Based on a deep understanding of the game's tone and target audience, they will participate in the planning, production, and review of event materials, and collaborate with external partners to manage the event site.

Offer加分项：活动策划能力+线下活动组织经验+审美设计能力
Event planning skills + offline event organization experience + aesthetic design abilities

## Conclusion

在策划和落地每一个新项目的过程中，总是会有新挑战出现的。
During the process of planning and executing each new project, there are always new challenges that arise.

带着分享热爱的初心，米哈游市场的同学们在日渐完善的内容研发管线下，和团队一起积极面对挑战，实现有趣、新颖的创意，感受为千万玩家创造价值的成就感。
With a shared passion for sharing and creating, the members of miHoYo's marketing team actively face these challenges within the ever-improving content development pipeline. They strive to achieve interesting and innovative ideas, experiencing a sense of accomplishment by creating value for millions of players.

在米哈游2023校园招聘中，市场营销策划（统招）岗位分为六个工作模块，最终的工作模块安排将结合同学们笔试时填报的志愿信息与笔面试结果进行双向选择。不同的项目组各模块工作可能会有差异，日常工作中，同学们也可能会兼顾不同方向的工作。
In miHoYo's 2023 campus recruitment, the marketing planning (general admission) position is divided into six working modules. The final assignment of modules will be based on the voluntary information provided by candidates during the written test and the results of the interview. Different project teams may have variations in their module assignments, and in their daily work, candidates may also be involved in various aspects.

期待同学们加入拯救世界的旅程，和我们一起探索全新的可能。
We look forward to having candidates join us on the journey to save the world and explore new possibilities together.