The Background

After spending years away from home traveling to different parts of the world, Hong Kong singer-songwriter Yoyo Sham – who seems unfamiliar among the Hong Kong audiences - has decided to stay in her birthplace, Hong Kong, during the pandemic and released her very first Cantonese album - “Home is…”, which revolves around the concept of home divided into 4 aspects of “leaving home”, “homesick”, “homeless” and “going home”.

 

Being the first song in the Cantonese album, “Come What May” （風的形狀）is promoted via a series of Instagram campaigns to make a strong introduction, including an Instagram Hashtag campaign in collaboration with Canon.

 

 

The Objective

• To promote the new song “Come What May”
• To utilise both parties’ fanbase to gain exposure and social noise on digital channels
• To increase interactions by actively involving audience in the campaign

 

 

The Solution

Prizm helped teamed up Yoyo Sham with Canon to create a Shoot with the Wind (隨風拍小習作) Instagram Hashtag campaign, which audiences were asked to take photos using the theme “Come What May”, and posted the photos on their Instagram with the hashtag #yoyo隨風拍小習作. Winners selected by Yoyo and the team were rewarded with Canon-sponsored prizes. The winning photos were shared on Yoyo’s Instagram Story and saved to the Highlights.

 

Three posts - including a teaser post, Yoyo’s “Come What May” photography contest post, and a winner announcement post - were posted on the artist’s Instagram to support the Instagram Hashtag campaign.

 

 

The Sparkling Spots

• The use of Yoyo’s new song “Come What May” as the theme of the Shoot with the Wind photography campaign help enhances the audience’s awareness and memory of the song
• The tailor-made Instagram Hashtag campaign was unlike a general giveaway or Instagram game. The campaign allows audiences to discover Yoyo’s personality and her new song, which makes it more meaningful and help boost engagements to the next level

 

 

The Result

• Nearly 200 participants joined the campaign, they took photos using the “Come What May” theme and posted it on their Instagram
• The campaign has garnered more than 6,500 likes on Yoyo’s Instagram, raising the popularity of both the new song “Come What May” and Yoyo as a singer in Hong Kong