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.