On August 17, LINE FRIENDS arrived on the Meitu app, offering a series of customized AR filters and stickers for Meitu's Chinese users, featuring the internationally renowned LINE FRIENDS characters, including Brown, Cony, Sally, Moon, Leonard, James, and others. As of August 31st, the AR filters have been used over 30 million times in the 2 weeks since their release, while the stickers have recorded over 12 million usages. Meitu has also initiated a Take Photos with Brown campaign on its social community, encouraging users to share their LINE FRIENDS stickers and AR photo effects. Within 2 weeks, more than 10,000 users made posts under the hashtag #TakePhotosWithBrown.
Launch the Meitu app, select 'camera', then choose LINE FRIENDS characters for adorable AR photo effects.
This collaboration between Meitu and LINE FRIENDS is part of Meitu's 'Project Artist'. Launched in May 2018, 'Project Artist' has opened a creative crowdsourcing platform to artists from around the world and includes graphic designers and illustrators from all industries. Many popular Anime/Comic bloggers like DYC (Yichen Ding) and Baicha (Kedong Liang), have participated to offer users a glimpse at some of their fascinating works.
Released in 2011, LINE FRIENDS is a globally popular character brand that has won the hearts of fans of all ages. 'With Meitu's pioneering photo/video processing technologies and creative marketing techniques, this collaboration with the LINE FRIENDS brand will bring more fun content to Meitu users while creating even more emotional bonds between the brand and young people,' said Sabrina Lee, Meitu's Director of Business Development.
In China, LINE FRIENDS stickers on the Meitu app recorded over 12 million usages in two weeks.
A pioneer in cross-brand creative marketing, the Meitu app closely follows trending topics and has worked with popular television shows, celebrities, fashion brands, and influencers, along with cultural and creative IPs like Spiderman, Pikachu, and the Chinese hit TV show 'Story of Yanxi Palace'.
In May 2018, the Meitu app underwent a brand upgrade by beta launching its community feature 'Social Circle'. Starting September 21, Social Circle will be featured prominently on the Meitu app's homepage, right beneath the tools section. This new version will allow users to scroll down for more community feeds. 'Social Circle' and other new social aspects of the Meitu app will invigorate the value of the platform, creating more opportunities for brand marketing and collaboration with other quality IPs in the future.