The Background

For Yoyo Sham’s third song, 無常家(Born in 00.00.00), a song that represents the realization and acceptance that home can be anywhere. For this campaign, Instagram filter is chosen yet again albeit it being a different kind this time. The reason to utilize Instagram filters for every campaign is to create a sense of consistency throughout the promotional campaigns for Yoyo’s new songs. Therefore, each new song that is released will always have its own unique filter that is designed specifically to suit the song. This time, to boost the public’s awareness of the new song, PRIZM implemented the illustration and animation of the music video into the filter.   

The Objective

• To promote the third song ‘無常家’ and Yoyo Sham in the Hong Kong market
• To adjust the filter based on the current trend on the Internet which helps the campaign to reach a bigger audience pool, such as users who are interested in using aesthetically pleasing filters   
• To adopt the the music video illustration style into the filter which helps portray a consistent theme and mood that portrays the third song, which helps audience differentiate and associate a filter to a music video and vice versa   
• To incorporate the song’s lyrics and parts of the song into the filters to enhance the impression of the song
• To boost Yoyo’s popularity and encourage audience to listen and download her song
• To raise awareness about Yoyo as a new singer in the Hong Kong market and build her image

The Solution

• Created and produced a new approach to the third phase of IG filter campaign
• Published 4 sets of IG filters, each with different illustration style and background music attached to it

The Sparkling Spots

• Every campaign for Yoyo’s song promotion has its own signature visuals that makes it uniquely its own. For Yoyo’s third song, to increase audience’s engagement, the lyrics of the song was added to make it a musical therapeutic experience    
• The adaptation of the music video’s mood and vibe for the IG filter helps create a clear theme for the audience to distinguish 無常家(Born in 00.00.00) from other songs    
• To intensify the impression of the song, lyrics are added to each set of the filters and background music is attached to it as well

The Result

• Achieved more than 40,000 impressions
• Opened by more than 7,000 users