Case Study

Challenge

Reinvent Chinatown London from a tourist spot to a destination for the Chinese student community to savour memories of home

Strategy

Pinpoint a cultural concept that makes Chinese students feel at home

Leverage in-store discounts to attract students to Chinatown


Making it happen

We identified steam (烟火气) as the most universal symbol that links Chinatown restaurants to students’ kitchens at home

Hylink invited Chinese student unions from London universities to participate in the production of the short film

Launched a KOL (Key Opinion Leader), social media advertising and original storytelling content campaign embracing the concept of ‘steam’

Results

25%
increase in Weibo followers
3.85k
video views
2k
video interactions

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