The Background

Following two successful release of her songs, Yoyo Sham released her third song “無常家” (Born in 00.00.00), which highlights the realization and acceptance that home can be found anywhere. The song is also different from her previous release with its dynamic beat and tempo. The challenge of this campaign is to sustain momentum, especially after two high-performing campaigns.

The Objective

• To promote Yoyo’s latest single ‘無常家’ and establish her as a promising up-and-coming singer in the Hong Kong music industry
• Maximize digital platforms and generate social exposure by leveraging the fans bases of both parties
• To enhance audience engagement and interaction through the launch of a wall game on Yoyo’s Instagram account
• To generate momentum for Yoyo’s first solo concert and album release

The Solution

• Inspired by the song’s theme, the campaign invites the audience to use their creativity and imagination to share quotes and drawings of “the door to home” on Instagram
• To increase exposure and generate social buzz, we collaborated with Eslite Spectrum, a minimalistic and trendy bookstore, to showcase the user-generated content (UGC) offline. The artwork created by participants were displayed at the bookstore as a promotion strategy to attract like-minded people   
• Mechanism:
  • Announced the campaign on both Eslite and Yoyo’s Instagram accounts
  • Participants are required to create an artwork consisting of a drawing and quotes that portray their interpration of “the door to home”
  • Participants need to share their artwork publicly via Instagram by posting it as a post or story with the hashtag #Yoyo畫門小習作
  • Yoyo chose the top 5 most touching drawings
  • Prizes for the winners and the Instagram wall game is sponsored by Eslite

The Sparkling Spots

• The theme for the third song is the idea that “home can be anywhere”,  which is reflected in the music video concept. A door is used as a symbol to evoke contemplation and reflection on the definition of “home”
• The drawing competition campaign aims to inspire the audience to observe and reflect upon their own definition of home
• Similar to the previous campaign, this one also aims to encourage the audience to express their thoughts creatively. As everyone has their unique way of expressing themselves, we are inviting participants to draw their emotions on a canvas instead of writing them out. By doing so, we hope to inspire individuals to explore and communicate their feelings through art 
• Our brand collaborations are not chosen at random. We seek out brands that align with Yoyo’s character and the themes present in her debut album
• Establish an emotional attachment and connection between Yoyo Sham and her audience

The Result

• Achieved more than 35,000 impressions
• Accumulated more than 1,500 likes