M13. Best Use of Influencer

‘Sweetmas’ redefined the role of a Christmas campaign by transforming Cityplaza into a play-driven brand experience, where participation—not promotion—became the core engine for engagement, loyalty, and sales. In a saturated Hong Kong festive market dominated by outbound travel and visual table stakes, the campaign shifted focus to immersive, emotionally resonant activations that reconnected adults with their inner child through shared joy, curiosity, and community.

Through a single integrated experiential platform—blending whimsical immersive design, mischievous Candy Bunch character-led storytelling, exclusive LIVE+ loyalty mechanics, photogenic installations (like the 8m candy cane and Candy Corn Maze), and highly efficient media amplification—the campaign delivered exceptional measurable impact: +223% onsite engagement, +704% LIVE+ in-mall participation, 9.64M video views, +2% footfall, +2.6% mall sales, and +21.3% CRM member growth. This proved the enduring power of experience-led marketing to drive authentic brand love and tangible business results in a competitive landscape.