Challange

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How to create a viral campaign through the use of user profile?

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Solution

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We use various characters from "Shan Hai Jing" (A well-known fiction novel with a various character from the different world) collection as a metaphor to describe weird phenomena in the current WeChat user group (China's largest social networking platform). Based on the user profile, users are being labelled as a character from "Shan Hai Jing" based on their characteristics. This gives every individual user a distinctive and amusing user profile for their sharing and posting on the social media platform.