For the Chinese New Year, TikTok shouldn’t be solely providing heartfelt messages, however reminding its customers of the significance of Chinese language traditions.
The social platform collaborated with inventive company Fred & Farid Shanghai to create and launch its Chinese language New Yr marketing campaign that includes Chinese language star Andy Lau. The marketing campaign, which references the normal Hongbao customized of giving crimson envelopes full of cash as a gesture of excellent needs, brings a novel method to the custom. As an alternative of specializing in the sum of money, the marketing campaign goals to indicate how honest messages can go a good distance.
As a part of the marketing campaign, the model and company launched a two-minute spot that reveals Lau writing the ups and downs of the previous yr. As he continues, he explains that TikTok has ready crimson envelopes for everybody and though there are not any fortunes, it nonetheless stays as a small gesture that brings new perception. The spot ends with Lau hoping the customized of the crimson envelope develops into higher communication.
“This marketing campaign re-imagines the beloved Chinese language custom of giving out Hongbaos,” Feng Huang, CEO and government inventive director at Fred & Farid Shanghai, stated in an announcement. “With the saturation of Hongbaos being supplied by numerous manufacturers all year long, we noticed a possibility to deliver again the true essence of this tradition.”
New yr, new significant message
For Fred & Farid Shanghai, the significance of bridging custom and engagement with customers is a crucial solution to join with customers. This method has additionally been a notable motion for manufacturers equivalent to Nike and Apple as they proceed to spend money on Chinese language New Yr campaigns.
“In 2019, TikTok China launched Hongbaos as a method of connecting with customers and in 2023, they’ve allotted an unprecedented 2 billion RMB as rewards,” Huang stated in an announcement. “Our purpose is to reinvigorate the social facet of Hongbaos.”
You possibly can view the spot on TikTok.
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