Meitu x Dime

From Asia to America: Bringing a Digital Beauty Powerhouse to U.S. Campuses

Overview

To accelerate its U.S. expansion, Meitu, Asia’s leading photo and video editing platform, partnered with Dime to execute a strategic ambassador-led rollout targeting college students—a digitally native audience driving social trends and app engagement.
With a suite of apps including Meitu XiuXiu, BeautyCam, Winkit, and Starli, Meitu aimed to become the go-to editing solution on U.S. campuses. Dime activated a network of credible student voices to build cultural relevance, boost downloads, and capture behavioral insights across 15 top universities

Campaign Highlights:

U.S. Market Penetration

Positioned Meitu as a go-to creative suite for Gen Z, establishing strong brand presence across 8 states and 15 universities including Columbia, UMichigan, UIUC, NYU, and CSUF.

Ambassador Program Execution

Launched a three-month program with 60+ campus ambassadors across diverse academic backgrounds. Creators had influencer followings from 5k to 500k, generating reach, credibility, and peer-to-peer traction.

Engagement Across 360+ Posts

Students created over 360 content pieces showcasing Meitu’s editing tools in use—highlighting AI-powered filters, enhancements, and beauty features through authentic campus use cases.

User Insights & Behavioral Data

The campaign served as a feedback loop for Meitu, offering real-world insights into U.S. user behavior, content trends, and app interaction across various demographics and cultural settings.

Impact

8M+ Views Across Platforms

Ambassador-led content achieved over 8 million organic views, sparking widespread discovery across TikTok and Instagram while organically embedding Meitu into college culture.

High Ambassador Engagement

Dime’s trained ambassador network consistently engaged their student communities, driving word-of-mouth adoption and positioning Meitu as part of students’ daily digital toolkit.

Sustained App Adoption

With strategic pacing and trusted student influence, Meitu gained a strong foothold in the U.S. market, showing measurable growth in brand visibility, downloads, and user stickiness among high-value college audiences.

Conclusion

The Meitu x Dime partnership proved the power of hyper-local influence in global brand expansion. By combining student authenticity with digital beauty innovation, Dime turned Meitu into a culturally resonant name on U.S. campuses—boosting downloads, expanding market share, and driving smart, sustainable growth through community.

Dime doesn’t just launch campaigns. We translate brands into movements.