The Background

Yoyo Sham successfully released her first song, “Come What May” in the Hong Kong market with PRIZM’s help. Following that success, she released her second song, “Letter” which is a different theme from the first song’s ‘leaving home’ theme. For “Letter”, Yoyo Sham wish to portray ‘homesick’ as the focus of the song. 

 

After multiple successful campaigns for “Come What May”, PRIZM needs to come up with ideas to keep the ball rolling for Yoyo’s second song “Letter”. The “Come What May” IG filter that launched in the first phase synced with the song’s music video color scheme. This time, PRIZM is offering a different approach for “Letter”. 

 

The Objective

• To promote Yoyo’s second song ‘勿念’ and build Yoyo Sham’s image in the Hong Kong market
• To correspond to current Instagram filter and photography trend, we could target broader audience and achieved the promotion goals, which is to increase Yoyo’s popularity and encourage people to listen her new song, Letter
• To set the mood of the filters by utilizing the word “勿念” and setting a letter paper as the filter’s background
• To enhance the song’s impression by adding background music to each set of filters

 

The Solution

• Following by Come What May IG Filter, an Instagram Filter campaign was also launched for Yoyo’s second song Letter so as to stay consistent. 
• A new approach was also created and adopted to Letter’s IG filter, which created a differentiation between songs
• Published 4 sets of IG filters, each with different color tone and mood for fans to choose from

 

The Sparkling Spots

• Utilizing the closing,“勿念”, to raise awareness of the title of the song, which means telling the receiver“I am fine” 
• Unlike the first IG filter campaign for “Come What May”, this time, a background music is added for each of the filter to enhance the impression of the song
• Build an emotional attachment and connection between Yoyo Sham and the audience through the activity - By asking audience to write a letter, which is something that is not usually seen anymore in this digital era, it helps the audience build an emotional connection with the song which leads to them having an emotional attachment with Yoyo as well as the singer 

 

The Result

• Achieved almost 30,000 impressions 
• Opened by more than 13,000 users