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How to create a successful cross-border digital collaboration
Client

Teletubbies x Sogou

Objective

Build Teletubbies’ brand awareness and strengthen the emotional link with Chinese target audiences during a Chinese holiday

Strategy

Chinese New Year presents an opportunity for foreign brands to embrace Chinese culture
In the digital era New Years’ greetings over WeChat have become a new tradition
Sogou Pinyin Method (Chinese: 搜狗拼音输入法) is a popular Chinese pinyin input editor developed by Sohu.com, Inc. which is one of China’s dominant search engines

Making it happen

Phase 1 – Sticker campaign teaser: Hylink announced upcoming sticker launch and ran red packet giveaway to generate social buzz
Phase 2 – Launched stickers and a skin on Sogou, using PR, media, KOLs (Key Opinion Leaders) and partner brands to amplify influence
Phase 3 – Leveraged social buzz created in phases 1 and 2 to drive traffic to SVODs (Subscription Video On Demand) and commercial platforms

Results

2.8m
Total impressions
110k
Sogou downloads
6.4k
KOL (Key Opinion Leader) and brand co-ops @mentions
3.6k
Increase in Weibo followers

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