Influencer marketing campaign for HongKong Tourism Board
Platforms
TikTok
The Hong Kong Tourism Board, in collaboration with TikTok China (Douyin), celebrated the 25th anniversary of Hong Kong’s return to China with the launch of the “China Trend, Hong Kong Chic” campaign. This initiative aimed to blend traditional Chinese culture with contemporary Cantonese influences. The challenge was to achieve high visibility and engagement without relying on unconventional endorsements, intellectual property spillovers, or user-generated content. Instead, the campaign focused on leveraging influencer creativity and targeted advertisements to drive substantial exposure and interaction.
Background & Challenge
Dialect and Hong Kong Culture Integration
Collaborated with selected cultural influencers from Beijing, Shanghai, Guangzhou, and Chengdu to created content blending 4 dialects with Hong Kong trends. Videos released before each pop-up events to boost exposure and discussion.
Influencer Promotion
Engaged 28 top influencers to participate in live events across four cities, generated substantial exposure through creative content and live coverage.
Content Service and Video Enhancement
Enhanced content and service videos after pop-up events to maintain interest and engagement. Successfully increased the click-through rate and interaction rates through high-quality content and strategic promotions.
Strategy & Results
Services
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Influencer marketing
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Community management
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Social strategy
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Social video and content production
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Paid media
36.7M+
Topic social media exposure
342K+
Engagements from 35 short videos
23.3M+
Reaches through 28 top influencers