working with them). We collaborated with a popular Hong Kong cartoonist ‘Jie Jie’ to draw a series of humorous cartoons that depicted the differences between Taiwan and Hong Kong. The cartoons were personal and relatable and funny – and because of that they engaged the target market.
Collaborations
Advertising
Partnering with a brand is another great way to gain credibility and traction for your campaign. Choosing the right brand partner is important and the collaboration needs to be mutually beneficial for you to get them on board.
Our social media strategy was comprised of posts, illustrations and games. We also engaged traditional media and bloggers to help generate noise about the campaign from offline to online and vice versa. This simple idea effectively secured over 4.5k new Facebook fans for Expedia, +584,000 fans with +10,000 interactions, and generated over HKD1.4 million in PR coverage over just three months.
Recently we designed a campaign for the Singapore Tourism Board, partnering with food blogger KC Koo. The objective was to highlight Singapore as a rich cultural melting pot with a diverse food offering. As KC has such strong credibility as a food authority, we enlisted his help to develop an official Singapore Food Guide and with KC’s involvement, the Food Guide immediately had authenticity.
Facebook advertising is an important component of any social media campaign; it will give you the push you need to get the campaign off the ground and keep the momentum going. Facebook advertising offers you the ability to be really targeted in who you’re reaching and it’s a very cost effective form of advertising. For start-ups, I would recommend using the new ‘Facebook Go’ package where if you spend HKD 200 per day on advertising you get your own advertising specialist to help guide your campaign. They will call you once a week for four weeks to help tweak and refine your targeting so you get the opportunity to learn from their expertise. And as a bonus, at the end of the four weeks you get a free advertising voucher.
Comics by © Jie Jie
A key element of promotion for the campaign was social media. We designed a co-branded campaign with Priceline, featuring KC Koo, called “Answer & Win: Singapore Food,” which was launched on the Your Singapore-Hong Kong Facebook page. The game was mobile-friendly, shareable and encouraged conversation and engagement. The major prize winner was awarded a two-night stay in Singapore. The game had over 10,000 participations and there were 6,000 interactions with excited fans.
The Outcome The most important consideration for the virality of a campaign isn’t the outcome but the mechanism. For the ice bucket challenge, the objective wasn’t getting millions of people to dump buckets of water on their head online; the objective was raising millions of dollars and gaining awareness. Make sure you’re clear from the beginning on what your objective is and design a campaign that helps you to achieve that objective. And remember, triggering an emotional response gives you the best chance of triggering action. Make them happy, sad, elated, hopeful, humored - and you will have their attention.
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