Unite Students build reach & loyalty ahead of Chinese New Year

Unite Students' Chinese New Year campaign needed to balance commercial KPI's with messaging that suits the holiday season. They managed both...

The Challenge

Many brands use Chinese New Year to launch special editions, greetings, campaigns and some excellent creative executions.

But not enough of them tie these campaigns to business results.

Some people argue that festivals aren’t just about bumping revenue, but you can do both with a smart strategy.

Our Strategy

The campaign we developed offers two tiers of engagement:

First, a sharing campaign using WeChat’s Red Envelope feature gives the campaign reach, through shares of a branded envelope “cover”

Second, a gift voucher incentive to book both fits the gifting theme of Chinese New Year, but adds a little urgency to the commercial angle of the campaign.

What We Delivered

The campaign ran with a beautifully designed WeChat article as it’s pillar content, needing a follow to take up the offer.

Then the campaign was promoted across online and offline channels including carousel posts on RED and posters in Unite residences.