Anya Hindmarch
Anya Hindmarch has a strong creative identity. That's both the asset and the problem.
Translating a distinctly British, highly specific brand universe into culturally resonant content — across WeChat, RED, and Weibo simultaneously — is not a localisation exercise. It's a reinvention challenge. The brief was to build from scratch, perform commercially from the start, and not lose the brand in translation.
Hylink built a full-funnel social ecosystem from the ground up across WeChat, Xiaohongshu (RED), and Weibo — integrating platform setup, content strategy, KOL/KOC partnerships, and paid amplification into a single, coherent programme.
Rather than treating key moments as isolated campaigns, we embedded them into an always-on framework — so cultural occasions like Chinese New Year could amplify long-term brand building rather than interrupt it.
A full-funnel, always-on social ecosystem — platform infrastructure, content engine, paid media, and creator partnerships — designed to compound over time rather than spike and fade.
Cultural moments like Chinese New Year weren't treated as campaigns. They were built into the fabric of the programme, so each activation added to brand equity rather than interrupting it.
1.49M+ Total impressions across owned, paid, and earned
158,614 Clicks from paid campaigns alone
17 KOLs/KOCs 23 pieces of content, 400K+ impressions
CNY activation 376K+ impressions — significantly above forecast
What It Means
Nine months. One market. Built from nothing.
Anya Hindmarch now has platform infrastructure, a defined local voice, and a proven activation model - ready to scale. The Chinese New Year campaign didn't just perform. It demonstrated that when cultural storytelling is embedded into always-on strategy, it consistently outperforms standalone campaign pushes.
That's the foundation. The next phase builds on it.
