Project Overview

How can a British soft toy brand create a stronger affinity with Chinese consumers during Lunar New Year? The answer is to leverage a key symbol of the festival: the red packet. jELLYCAT worked with Hylink, the first natively Chinese digital agency to set up in Europe, to devise a digital red packet that could both 1) offer an engaging virtual gifting experience and 2) promote jELLYCAT’s most iconic toys.

Organisation

Hylink (UK) Digital Solution Limited

Team

Project Brief

For Chinese consumers, based both in and out of China, Lunar New Year is the most important holiday of the year. It is a time to reunite with family, do away with the old and welcome in the new. Therefore, Hylink embraced Lunar New Year and launched jELLYCAT’s first series of branded WeChat red packets. Hylink’s design team hand-drew the most popular jELLYCAT toys in the China market onto the digital red packets and animated a video that was featured across jELLYCAT’s Chinese social accounts.

Project Need

One of the key traditions of the Lunar New Year is exchanging red packets, in Chinese ‘hóngbāo’. This money transfer is a symbol of good luck and prosperity for the year ahead. Red packets are often embellished with designs of the upcoming year’s zodiac animal and other symbols. Today, digital red packets symbolise these lucky coins and are a key part of the Chinese e-payment ecosystem. However, plain digital red packets no longer satisfy Chinese consumers, who seek more sophisticated graphics and decorations that surpass what their physical counterparts can offer. Therefore, Hylink embraced this Lunar New Year tradition and launched a series of digital jELLYCAT red packets. Illustrated with jELLYCAT’s best sellers in China, they could both echo the offline gifting experience, and spread brand awareness through eye-catching designs and animations.

User Experience

Within the first 20 minutes of launch, fans sent 2.5k red packets and total viewership exceeded 6k. Since recipients of the red packets could directly access and follow the jELLYCAT WeChat account, this campaign was a key factor in boosting the account’s WeChat followers. Across jELLYCAT’s social platforms, users even expressed their regret for not receiving a red packet and hoped jELLYCAT would release another round next year.

Project Marketing

On WeChat, 20k people sent jELLYCAT red packets to over 264k recipients, leading to a 16k increase in followers within 3 days of launch on the jELLYCAT WeChat account. Due to the cross-channel promotion strategy, within 3 days of launch, the campaign’s post received 29.7k views on RED and 1.63m views on Weibo.

Project Privacy

Hylink is committed to the processes it uses to hold and handle data to ensure stringent protection of data in keeping with the General Data Protection Regulation (GDPR) that came into force on the 25th May 2018. For further queries in relation to data protection please contact hello@hylink.co.uk.