Project details

Osmo

Introduction

Osmo, from BYJU'S — part of the largest EdTech company in the world Scope: Integrated marketing, social content, bilingual copywriting, ad management, KOL management, graphics & video, e-PR, trade marketing, partnership negotiation

Service

Asia Market Entry

Location

Hong Kong & wider Asia, with expansion into Mainland China

Overview

Osmo is an award-winning STEAM toy brand that pairs physical game pieces with tablet-based learning games, helping children build STEM and creative skills through hands-on play. As part of BYJU'S — the largest EdTech company in the world — Osmo needed a marketing partner to grow its presence across Asia and translate global brand recognition into local engagement, sales, and trade relationships.

We led full-funnel marketing for Osmo across the region, spanning strategy, content, paid media, influencer partnerships, and market-specific execution in Hong Kong and China.

Scope of Work

  • Integrated marketing planning

  • Social media content marketing

  • Bilingual copywriting (English & Chinese)

  • Ad campaign management

  • KOL management

  • Graphics & video editing

  • e-PR

  • Trade marketing

  • Partnership negotiation

Approach: Amplifying Reach Through KOLs & Multi-Platform Media

The core strategy was to amplify Osmo's reach and engagement by partnering with the right artists and KOLs and activating multiple online media platforms simultaneously — from Facebook and Instagram to parenting blogs, e-commerce placements (HKTVmall), and giveaway campaigns designed to spread organically through parent communities. These KOL partnerships and call-to-action links were run across online media reaching over 10 million people per month.

China Expansion — Red Note (Xiaohongshu) Management

To support Osmo's entry into the Mainland China market, we built and operated the brand's presence on Xiaohongshu (Red Note / "小紅書") from the ground up:

  • Own brand content — set up and operated Osmo's official Red Note account

  • Organic viral content — produced "爆片"-style videos designed for organic viral exposure

  • Seasonal promotions — ran seasonal campaigns on Osmo's Little Red Book (LRB) shop

  • Product listing management — maintained and optimized the product catalogue on the LRB shop

China Expansion — KOL Collaboration & Live-Streaming Management

Alongside owned content, we managed a KOL and live-streaming program to drive both awareness and direct sales:

  • KOL content collaborations to build brand awareness

  • KOL live-streaming sessions to drive sales and traffic directly through creators' channels

  • Product listings placed on KOLs' own LRB shops to extend reach into their audiences

  • Hong Kong content repurposed and leveraged to strengthen brand credibility in China

  • KOL teaser content used to pre-heat and promote upcoming live-streaming events

Results

  • Organic viral content generated 5,642 likes on a single piece of content

  • KOL-driven online media reach exceeded 10 million+ per month

  • Established Osmo's always-on presence on Red Note, combining owned content, seasonal promotions, and KOL live-streaming to drive continuous engagement and sales in the China market

By combining integrated regional marketing with a dedicated China playbook — owned content, viral video, and KOL live-streaming — Osmo was able to build genuine local engagement in each market while staying true to its global brand as an award-winning STEAM learning platform.

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