The Background

Yoyo Sham released the second song, “Letter” following the first hit song “Come What May”, both with the same theme, ‘homesick’. A total of 4 music videos were made to accurately depict various levels of homesickness in this song. 

 

After a successful release from the first song, PRIZM has to keep up with the momentum for the second song, “Letter”, which is quite different from the first one. Moving to the second phase of the campaign for the second song, we are trying to promote “Letter” whose melody portrays a moody vibe that is less “pop” which poses a challenge for the campaign.

 

The Objective

• By keeping the momentum gathered from the previous campaign of Come What May, this is the second phase of the campaign for promoting the second song, “Letter”
• To utilize Yoyo Sham’s and collaborating brands’ fan bases for exposure and social noise on digital platforms
• To increase audience interactions by encouraging them to write a letter to their loved ones
• To set the stage for the release of the album and the theme of the concert by emphasizing on the concept of ‘Home’

 

The Solution

• Following previous successful campaigns of Come What May, PRIZM wants to follow that momentum but also create a new unique idea for the second phase of this campaign. As a result, an idea implementing the core of the new song, “Letter”, was created
• To reach wider audience and gain more exposure, PRIZM resorts to collaborating with other brands, this time, @sellwords & INK HOUSE was chosen because the brand’s values are quite similar to Yoyo’s
• Mechanism:
  • The announcement of the campaign on Yoyo Sham’s Instagram, informing followers to write a letter with the ending “勿念，_____字”and send it via email
  • Yoyo Sham will then choose top 5 most touching letters
  • Letters created by selected winners will be read by Yoyo and they will receive handwritten letters created by Sellwords 
  • Winners will also win a prize sponsored by INK HOUSE

 

The Sparkling Spots

• The complimentary closing, “勿念，_____字”, which means telling the receiver “I am fine 我過得很好” that was given to participants helped raise awareness of the title of the song
• Heartwarming letters were received
• The campaign act as a reminder for the public to be expressive, it helps audience to be more in touch with their true feelings and remember to tell their loved ones either by writing a heartfelt letter or a giving a heartwarming call 
• Provide a great opportunity for participants to convey unsaid words via a letter to their beloved
• By writing and/or receiving heartwarming letters using the lyrics from Yoyo’s song, it naturally helps the audience to build an emotional attachment and connection with Yoyo Sham 

 

The Result

• Achieved more than 38,000 impressions 
• Accumulated nearly 9,000 likes