Riding on the growing sense of sentimentality amongst the post 70’s and 80’s generation in China, we created a Chinese New Year social media campaign that evoked nostalgic memories and emotions.

Over 300,000 consumers engaged in our #ThrowbackWithTed photo contest, where family photos of past Chinese New Years were shared and old fashion styles revisited on WeChat and Weibo.

Contrasting to the widely adopted “red envelop” giveaway idea by many fashion competitors, we found our campaign gaining over 8,000 new followers and achieving a 8.6% of engagement on our Weibo platform, whereas our competitors fared below 3% during the one-month campaign period.

© 2018 We Red Bridge.