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How to create a stronger affinity with Chinese consumers during Lunar New Year
Client
jELLYCAT
Campaign
Lunar New Year red packet campaign
Challenge
Drive awareness and affinity with Chinese consumers during one of the busiest periods in the Chinese calendar, Lunar New Year, with consumers based both in and out of China
Approach
Leverage a key symbol of the festival: the red packet is a symbol of good luck and prosperity for the year ahead
Echo the offline gifting experience and spread brand awareness through eye-catching creativity
Making it happen
Devised a digital red packet that could both 1) offer an engaging virtual gifting experience and 2) promote jELLYCAT’s most iconic toys
Hylink’s design team illustrated the most popular jELLYCAT toys in the China market onto the digital red packets and animated a video that was featured across jELLYCAT’s Chinese social accounts
Results
1.63m
Views on Weibo
264k
Recipients
20k
Senders
16k
increase in WeChat followers within 3 days of launch
1
Gold London Design Awards, mobile campaign category
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