Influencer Marketing

Brands that connect and establish relationships with their audience’s key influencers are the ones to learn from.

2023 BRONZE

Calvin Klein Fall Campaign 2022 – Project Denim

Calvin Klein faced a challenge of decreasing denim sales amidst competition and a pandemic-hit economy. The brand aimed to find new Gen-Z consumers by leveraging influencer voices and retro fashion trends. Calvin Klein launched a digital lookbook site housing denim looks styled by influencers, resulting in a 5% growth in purchase from 2021-2022 and a perception change where Gen-Zs associate the brand with adjectives such as "modern" and “cool". The campaign successfully convinced audiences that Calvin Klein Jeans are the fashion item they are looking for to express themselves.

Brand: Calvin Klein
Client: Calvin Klein
Agency: Ogilvy Hong Kong
Language: English

2023 BRONZE

Coca-Cola_A Twist On Tradition

The emergence of new beverages creates a need for Coca-Cola to reinforce its iconic position for celebrative meals. This is particularly evident during Chinese New Year, where its presence might be diluted amidst the overwhelming festive communications. To reinforce its position as the top-of-mind beverage choice during the season, Coca-Cola is bridging the generational gap with exciting new creations: the Coca-Cola rice cake, developed with celebrity chef Christian, and a cooking show featuring KOLs from different generations. It created an extensive social buzz, stirring conversations at new year dining table.

Brand: Coca-Cola
Client: Coca-Cola China Limited
Agency: Ogilvy Hong Kong
Language: English

2023 BRONZE

Leading banking innovation with the first ever DuoVerse Concert

HSBC leveraged two of the hottest trends among young consumers, concerts and the metaverse, to create the DuoVerse; a concert that lived in both the real and virtual worlds at exactly the same time. This effort created a truly unique and innovative experience while positioning HSBC’s digital capabilities. It also helped reverse a trend of young consumers seeing HSBC as “old fashioned” and choosing virtual banks instead. This led to an 81% increase in active users among 18-34, while HSBC moved from 3rd to 1st in “Top Banking App” perception.

Brand: HSBC Mobile Banking App
Client: HSBC
Agency: Saatchi & Saatchi (Hong Kong)
Language: English

FINALISTS

Por un Perú sin Cáncer El Día más importante

Inca Kola ¿Cómo que la marca de mis papás ahora es mi marca?

BCP – Banco de Crédito del Perú BCP - El regalatón del Cuy Mágico con Phillip Chu Joy