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How to build brand relevance with Chinese audiences through the right influencers
Client
Harvey Nichols
Campaign
#NewYearNewMe# CNY campaign
Challenge
Raise Harvey Nichols’ brand awareness amongst Chinese customers and increase traffic to online and offline stores
Approach
Chinese New Year is a celebration of good fortune in the upcoming lunar calendar year
Traditionally, money-filled red packets are exchanged at Chinese New Year to symbolise prosperity in the year ahead
Launch a creative campaign through KOL (Key Opinion Leader) collaborations, social media advertising, digital engagement and original content
Leverage in-store discount to strengthen brand relevance with target audience
Making it happen
Hylink produced a year of the pig digital WeChat red packet – users playfully tickled the animated pig into a backflip to reveal a discount coupon
Systematically leveraged various digital platforms with content tailored to readers preferences including Weibo, WeChat and Bilibili
Collaborated with 4 KOLs (Key Opinion Leaders) to produce 2 branded videos and 2 nine-image posts across four social platforms
Results
8.29m
Impressions
2.3k
Increase in Weibo followers
1k
Red packet exchanges
Drag
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