After the success of its various events and seasonal-based augmented reality (AR) roll-outs to push the company’s expansion, Meitu moves forward with its localisation efforts for Mother’s Day.
Mother's Day celebrations
Past engagement efforts have been created for Songkran, the Thai New Year's festival, the Indian festival of Holi and Valentine's Day. For Mother’s Day, Meitu has launched new AR effects, frames and magic pen features that will be available until 31st May 2018.
Along with the new app features, Meitu has also unveiled an Instagram campaign. Users in Malaysia, for example, can win a Chanel cosmetics prize by uploading selfies taken with their mums using the Carnation filter.
"Meitu encourages users to share everything 'beautiful' and these new features for Mother's Day will allow our users to capture moments with the most important people in their lives and share their love and gratitude quickly and easily," explained Xinhong Wu, Founder and CEO of Meitu.
"Mother's Day is a widely-celebrated holiday around the world and Meitu will continue to develop products and features that appeal to our ever-growing base of users in every country and region across the globe."
Amassing over 500 million global users, Meitu now has more than 10 million users in each of the following countries and regions: Thailand, India, Indonesia, Japan, Malaysia, the Philippines, South Korea, Taiwan, Vietnam, Brazil and the US.
"In 2016, 27% of daily new installs came from abroad," added Wu. "In addition to Southeast Asia, Meitu is poised to tap into more overseas markets with countries that have a population of over 50 million, such as France, Argentina, and the UK."
Limited edition at The British Museum
China's leading mobile Internet company has also teamed up with prestigious British Museum, at the British House in Beijing. It has released a limited edition of its V6 smartphone, targeted at female consumers.
"Since its inception in 2008, Meitu has always focused on the idea of 'beauty' when producing any of its products. We are not making an ordinary smartphone. It is the art of beauty. We hope that through this cooperation with the British Museum, and by combining art and technology, more people will see and experience the 'beauty' of life," informed Yi Wei, Senior Vice President of Meitu.
Meitu has previously released co-branded smartphones with a range of icons, including Hello Kitty, Doraemon, Dragon Ball and Sailor Moon. By teaming up with the exclusive distributor of this co-branded smartphone, China Telecom, the new release has been designed for the premium Chinese market and will be unveiled this month.