Live streaming is a global trend, but it’s a whole new dimension in China. While most short video platforms incorporate live streaming features, there are still other platforms to explore, including Momo, Huajiao, YY, Yizhibo and Inke. The following case study shines some light on how to integrate live streaming into your marketing strategies.
Client’s Objectives:
Stanley Plaza holds an annualChristmas Market, a signature event in Hong Kong.In 2018, the market theme was “Finnish Christmas Wonders”, importing hundreds of festive culinary options, festive hampers and gift setsfrom Finland. Stanley Plaza wanted to target the huge Chinese market and boost the number of visitors during the Christmas holidays.
Live streaming is a cost-effective promotional tool. We invited two KOLs, and Mandy whoprofiles across travel, children& parenting and beauty with more than 1.6 million followers.
They had a live broadcast on Yizhibo and Weibo, introducing the surrounding ofStanley plaza and theChristmas Market, and showing the highlights of Christmas Market such as the must-buy items and handicraft workshop as well as attractions of Stanley. To make this event go viral, the KOLs encouraged the audience to share the live stream for gift redemption. All tourists needed to do was show the record of sharing at the Christmas Market to get a free gift.
Achievement:
The KOLs and high-quality content we made were key in ensuring Stanley Plaza gained massive traction. The live stream attracted over 12 million viewers, 10 million likes and 30K comments and shares. The number of visitors? More than 300k visitorsfor the event period!