Client

Team

Kenix Lau, Tina Yeh

Hei Chan, Grace Ng

Kain Lam, Jade Wong

Timmy Tin

Tags

#Instagram

The Background

Yoyo Sham is a Hong Kong singer who has spent years studying and making music in different countries. During the pandemic, the singer has decided to stay in her birthplace, Hong Kong, to continue her music journey, and released her very first Cantonese album - “Home is…”, which illustrates the concept of home by showcasing it in 4 different aspects of “leaving home”, “homesick”, “homeless” and “going home”. “Come What May” (風的形狀)is the first song in the Canto album.

 

To promote the new song, “Come What May”, Yoyo Sham’s team has collaborated with Prizm on a series of 3 Instagram campaigns. This IG Filter campaign is the third wave of the marketing promotions.

 

 

The Objective

  • To promote the new song “Come What May”
  • To be involve in the Instagram filter and photography trend
  • To introduce Yoyo Sham to the Hong Kong audiences
  • To enhance audience’s memory of “Come What May” by integrating its lyrics on each filter

 

 

The Solution

In collaboration with Prizm, 4 sets of Come What May Instagram filters were created to promote the new song. The theme colors used on the filters were inspired from the “Come What May” music video. The filters also consist of hand-picked lyrics from the song to showcase different moods that audiences can choose from. For example, set 1 Instagram filter’s “乘著那風 沿路感覺” blew in the breeze which lightened up the mind, while set 4 filter’s “亦有些迷失 不能名狀 你想聽 無非心裡的直覺” conveyed one’s confusion. 

 

To use these Instagram filters, users can simply browse through Yoyo Sham’s Instagram page on the filters section then click saved filter or search for the filter via “Browse Effects” from “Your Story” icon on the Instagram home feed.

 

 

The Sparkling Spots

  • To align the campaign with the song, the colors tones used in the Instagram filters were purposely matched with the “Come What May” music video
  • Lyrics from “Come What May” were featured in the Instagram filters, adding solid context into the filters and vividly represent the song’s conceptual feelings
  • Fans and audiences were able to select Instagram filters to expressed their feelings

 

 

The Result

  • The “Come What May” Instagram filters were saved nearly 5,000 times and used more than 16,000 times
  • Achieved more than 320,000 total impressions

 

Client

Team

Kenix Lau, Tina Yeh

Hei Chan, Grace Ng

Kain Lam, Jade Wong

Timmy Tin

Tags

#Instagram
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