How Swire’s Christmas Market Became HK’s Hottest Event
How can you make a pop-up street fair the hottest event in town? That’s the question Swire Properties asked before opening their Christmas market in the centre of Hong Kong. Their goal was to raise brand awareness and boost their social media accounts.
Swire Properties is one of the largest commercial property developers in Mainland China and Hong Kong. Their portfolio includes Taikoo Place in Hong Kong (where the Christmas Market was held), Taikoo Li Sanlitun in Beijing, Cityplace in Hong Kong, and Brickell City Centre in Miami.
Admission to the event was free and all proceeds went to charity. Rather than a direct monetary return, Swire Properties aimed to leverage their holiday attraction for media value. It included live entertainment, stalls, games for children, face-painting, and their very own Santa Claus.
But with a combined event length of just six days, Swire knew it had to work fast to make their fair the talk of the town. PARKLU made it possible for Swire to choose from Hong Kong’s top influencers in a matter of days.
They reached out to influencers before the event even began. Some were paid directly in cash, while others received gift bags. Nine KOLs attended a pre-event press release and media preview, building anticipation via eye-catching posts on Facebook and Instagram.
Thirty influencers plus their friends attended the actual event. Their social media activity meant Swire got what they wished for that Christmas.
Out of 47 posts on Facebook and Instagram, these performed best:
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Wonderfruit launched in 2014 and has become Thailand’s leading arts and music festival. It features theatrical performances, a range of music genres, workshops, and food by world-renowned chefs.
They knew they had something to excite members of “the most important demographic in the world today” in their back pocket. To get Chinese millennials, they offered KOLs — in exchange for pre-event coverage on WeChat and Weibo — free festival tickets to give away to their fans. In lieu of a large budget, Wonderfruit’s campaign demonstrated how engaging with KOL fanbases using compelling giveaways is a highly effective strategy.
Chengdu Hotel Invites Influencers For Spa and Restaurant Experience
The Temple House is a modern, boutique luxury hotel beautifully-designed around a historic Chengdu courtyard. They sought to build awareness and increase local visitors to their spa by inviting two influencers to share their personal experiences.
They targeted locally-popular influencers in Chengdu and Sichuan from the beauty and lifestyle niches. They posted about the spa and restaurant on WeChat.
Vogue & Hotel Partner With KOL for WeChat Launch
Ritz-Carlton and Vogue teamed up to promote a newly launched VIP official WeChat account. The luxury hotel brand and renowned magazine publisher sought one influencer whom to give a complimentary trip to Macau.
They chose 阿滋楠 (Azi Nan), a travel KOL who specializes in food blogging. In exchange for her trip to Macau and stay at the Ritz-Carlton, she created original content about the experience. That included photos, travel tips and recommendations.