Over 13 weeks, we executed a product awareness campaign for Samsung HK’s new Galaxy Z foldable smartphones. Samsung aimed to grow its regional customer base and address consumer product concerns, which our campaign accomplished by engaging mainland Chinese tourists and driving them to Samsung HK’s experience stores for firsthand device trials. This approach aligned well with their growing preference for immersive experiences over traditional shopping in Hong Kong.
We utilized targeted advertising on WeChat and Xiaohongshu to reach mainland audiences in and around Hong Kong, group chat marketing to harness the trust Chinese consumers place in peer recommendations, and KOL marketing to boost visibility among Millennials and Gen-Z.
By the campaign’s conclusion, we achieved over 13.7 million impressions, 200,000 interactions, and a 120% increase in foot traffic to Samsung HK’s stores, highlighting its success in merging product promotion with the enriching experiences these tourists seek.