Case Study

Challenge

Raise Harvey Nichols’ brand awareness amongst Chinese customers and increase traffic to online and offline stores

Strategy

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

Implemented a ‘lucky draw’ engagement campaign utilising targeted digital advertising

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
2,300
Weibo followers increase
1,003
red packet exchanges

Related Articles

How to use cultural symbols to attract Chinese millennials
London Chinatown #SteamIsAlsoAnArt# Nature campaign
READ MORE
How to use private domain traffic for brand promotion
Elvie Mum Ambassador Project
READ MORE
Increasing brand awareness through mobile gaming
Manchester Airport #BeeLove# campaign
READ MORE
How to build brand relevance with Chinese audiences through influencers
Harvey Nichols #NewYearNewMe# CNY campaign
READ MORE
Content to drive brand affinity with Chinese audiences
Harvey Nichols #520SayLove# campaign
READ MORE
How to gamify a cultural institution
London Symphony Orchestra x Apple Music
READ MORE
How to create a successful cross-border digital collaboration
Teletubbies x Sogou
READ MORE
Reality TV show comes to London
Loura Lou x Andrew Lloyd Webber
READ MORE
A win-win media partnership model
London & Partners x Sina
READ MORE
The power of emoji stickers
Teletubbies x FaceU
READ MORE
Summer KOL Campaign
SDTA
READ MORE
Love Campaign
SF Travel
READ MORE
531 Super Brand Day
JD.com x Coca-Cola
READ MORE
Las Vegas x Hainan Airlines
Hainan Airlines
READ MORE
National Parks Adventure
Brand USA
READ MORE
#MyHawaiianStyle
Hawaiian Airlines
READ MORE
Global Casting Call
Fengshen
READ MORE
Live Streaming Campaign
SF Travel
READ MORE
Travel With Food And Wine
Youku & Acura
READ MORE
Creative Campaign Series
JD Finance
READ MORE
Envy Rouge Lipstick
Estee Lauder
READ MORE
VELITE 5
Buick
READ MORE
WeChat Management
L’Occitane
READ MORE
Find X
OPPO
READ MORE
Milk Deluxe
Mengniu
READ MORE
LadyBees
CJ E&M
READ MORE
Fliggy Singles’ Day
Brand USA
READ MORE
Find New Ways
Shanghai General Motors
READ MORE
HYLINK THINKS
A CUP OF TEA WILL SOLVE MOST PROBLEMS Smart Thinking Equals Endless Possibilities LONDON TALENT IS UNBEATABLE DIGITAL CULTURE BRINGS PEOPLE TOGETHER