Challenge

Build luxury department store Harvey Nichols’ brand awareness and strengthen the emotional link with Chinese target audiences during a Chinese holiday

Strategy

May 20 is China’s second unofficial Valentine’s Day after the Western equivalent

The numbers “520” are often used to express “I love you” as the pronunciation of the two phrases are similar in Chinese

Short videos take up 9% of the average Chinese person’s daily time online

Leverage a branded short film to feature stories of people expressing love in different ways to create an emotional bond with Chinese shoppers and remind people that even in a hectic digital era they mustn't forget what it means to be human and show love in authentic ways

Making it happen

Hylink shot and produced Harvey Nichols’ first ever film advert specially made for the Chinese market

Worked with 20 influencers who shared their own love stories to maximise digital buzz

Launched film on Harvey Nichols’ official social pages to encourage target audience to share their experiences

Results

10m
video impressions
2k
engagements
113
media coverage

Next Project

London Symphony Orchestra x Apple Music

Next Project

HYLINK THINKS
A CUP OF TEA WILL SOLVE MOST PROBLEMS Smart Thinking Equals Endless Possibilities LONDON TALENT IS UNBEATABLE DIGITAL CULTURE BRINGS PEOPLE TOGETHER