The Background

To celebrate the day for lovebirds and encourage heartfelt love exchanges, CMHK has rolled out a special 11-day Valentines’ campaign for all the participants to create romantic eCards with their own pre-recorded voice memos on a tailor-made campaign mini-site. The best selected 5 voice messages among all, are rewarded with a pair of personalized rings engraved with the voice messages in the form of sound waves.

 

The Objective

• To raise CMHK’s brand awareness via social and digital platform
• To boost reach, view and engagements of the 3 curated romantic short videos via Facebook and Instagram
• To draw participation from the public to join the voice recording eCard event on the campaign mini-site
• To deliver the important message during Valentines' Day: Encourage people to express love more overtly 讓愛不再靜音 

 

The Solution

Prizm helped CMHK to build a Valentines’ Day campaign mini-site, as a platform to recruit participants to join the romantic event by recording their voice messages and making eCards for their partners. Participants would also be granted an entry to a giveaway, where 5 participants with the most touching audio messages would get to win a pair of “Encode Rings” with their own sound waves engraved on—just the perfect gift to celebrate such a special occasion. 

 To enhance campaign awareness and boost campaign participation, Prizm also developed 3 short videos from concept to production, depicting different love relationship scenarios from divergent ages and backgrounds so as to target audiences of different demographics.

In addition to CMHK’s Facebook and Instagram pages, the campaign was also featured on selected local media pages such as U Lifestyle and HolidaySmart, contributing to a wider public exposure.

 

The Sparkling Spots

• 3 high-quality love story videos illustrating the common scenarios that people could resonate
• Voice recording feature conceptualization in the campaign, which is atypical
• A pair of “Encode Rings” with their Sound Waves engraved was gifted to the giveaway winners – synchronized the core message of campaign with this romantic gift

 

The Result

• Over 2 million impressions recorded on Facebook and Instagram within just 2 weeks
• Achieved more than 1Mil impressions for the 3 videos
• Hundreds of participants joined the voice-recording eCard campaign in less than 2 weeks