Rebranding IMOO for the teenage market

Overview

IMOO is a leading Chinese EdTech company, best known for its groundbreaking success in children's smartwatches. However, this success also solidified its reputation as a "children's brand." My connection with IMOO began early: I previously worked with the company as a teen model. This early experience gave me deep insight into its brand identity, product features, and target audience strategies.

In 2023, IMOO started to focus on redefining its brand identity and expanding beyond children user base to reach a teenage audience. I took a leadership role as a brand designer with following responsibility:

• Conducted user research and market analysis on teenage audiences

• Defined visual identity and product positioning for the teen market

• Developed advertising campaigns and social media content to strengthen brand engagement

User Research

17 y/o

Research Analysis

Storyboard

For the advertisement filming. I participated as a model during the shoot and later took charge of designing the footage into a finalized advertisement as a leading brand designer with the design team.

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Promotion Video

To further promote the Z9 smartwatch, my team and I filmed a promotional video to advertise the features.

Final Outcome

On the launch day of IMOO Z9, our advertisements, promotional video, and the product itself received overwhelming attention and positive feedback from the public on Tiktok, Rednotes, and Wechat. The official website successfully processed over 2,000 purchases on the first day, with 90% of buyers being teenagers and adults. This internship experience reinforced my understanding of the power of brand design—not just in creating visuals, but in shaping consumer perception and driving real business success. From conducting user research to overseeing the advertisement production, I realized that a great brand designer should bridge creativity and strategy, explore potential of market, ensuring that every design decision resonates with the users’ needs.

In June 2023, the brand design and marketing team were planning the advertisement details. I was primarily responsible for conducting user research and collaborating with the filming team to draft the advertisement script.

Q：What would make you interested in buying an IMOO Z9 smartwatch?

“ I really like the color and outlook of IMOO Z9. So if there’s advertisement shows how it can match my school uniform as a fashion, I would ask my mom to buy it!!! “

“ To be honest, I won’t buy IMOO’s smartwatch unless I see it’s cheaper, more function, and cooler than Apple watch, because I’m afriad it’s too childish for me.“

“ As a mom of two kids in middle school, I mostly want to know if the watch can protect my kids from dangers afterschool. I also want to see it has features support studying and limit screen time.“

14 y/o

34 y/o

1️⃣ Teen Preferences & Purchase Motivation

  • Style & Fashion Appeal → Teens prefer smartwatches that match their daily outfits, especially school uniforms.

  • Brand Image Perception → Some users feel IMOO smartwatches are too "childish" and need a "cooler" image.

  • Competitive Comparison → Apple Watch is seen as the benchmark for smartwatches; IMOO needs to highlight unique advantages.

2️⃣ Key Features That Influence Buying Decisions

  • Affordability vs. Premium Features → Price is a major advantage; IMOO should emphasize value-for-money.

  • Functionality Matters → Users want study-assist features, screen time limits, and safety tracking.

  • Real-Life Use Cases → Parents prioritize security, while teens want convenience and entertainment.

3️⃣ Best Advertising Locations & Contexts

  • Campus Scenes → Show students using IMOO smartwatches in classroom, playground, and library.

  • Daily Commutes → Emphasize safety & convenient features for students traveling to and from school independently.

  • Convenience Stores & Cafeterias → Demonstrate contactless payment to showcase how IMOO fits into a teen’s daily routine.

  • Social & Sports Activities → Highlight the watch’s health tracking, social features, and fun elements for teenagers.

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