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

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