February 19, 2025
Kung Hei Fat Choi 🧧(恭喜發財) to all businesses and brands, wishing you all with a great start and prosperity in the year of Snake.
During the Chinese New Year, businesses have a unique opportunity to connect with consumers through targeted and strategic marketing campaigns. Mannings (萬寧), a leading health and beauty chain store brand in Hong Kong, has a series of remarkable marketing campaigns executed before and during the CNY that showcased their best use of Hotmob's cutting-edge one-stop solution.
Let's dive into how Mannings’ CNY marketing campaign is strategically planned to maximize engagement and boost sales.
Plan 1: Targeting Chinese Mainland Travelers
Mannings identified a key demographic – Chinese mainland travelers visiting Macau and Hong Kong a week before Chinese New Year.
To reach this audience effectively, Mannings utilized China Programmatic channels to advertise across top white-listed China mobile apps such as Douban (豆瓣), iQIYI (爱奇艺), Zhihu ( 知乎), Moji Weather (墨迹天气), Youdao (网易有道), KEEP (健身平台), and QQ Music (QQ音乐) and so on.
A mix of various popular ad formats are smartly utilized together with a detailed targeting approach to ensure precise targeting by interests and search intent with keywords such as parenting, health care, and beauty care. On the other hand targeting customers behavior with buying propensity, and retargeting any previous campaign engagers in order to maximize visibility and engagement among Chinese travelers and potential customers.
Plan 2: Engaging the Locals via PayMe Special Event
During the Chinese New Year period, PayMe, a popular local transaction app — executed a series of CNY Special Events on homepage leading to a 73% boost in traffic, where app users were encouraged to send Laisee (Chinese red packets) to friends and families to win big rewards, as well as grabbing PayMe Laisee at TV prime time.
Mannings rode on these events and chose to advertise at a prominent spot on the PayMe app, which indirectly led to a huge increase in the visibility of their campaign message of ‘Gifts Worth Giving’, in Chinese (送心意 大健事) and convinced leads to consider health products as thoughtful Chinese New Year gifts.
Payme Homepage Announcement Banner
This strategic use of local platforms ensured Mannings' key message resonated with their target audience who made frequent transactions via the PayMe app, further driving brand loyalty and sales.
Plan 3: Captivating Audience with Movie6 Hong Kong Ads
To further enhance their reach, Mannings also advertised on Hong Kong Movie6, a top local entertainment app. Mannings has planned thoughtfully choosing — Motion Ad and Interstitial Ad formats in alignment with user experience of the entertainment app with engaging effects.
Movie6 - Motion Ad
Movie6- Interstitial
The superb campaign visuals with health related products on the Interstitial Ad are designed to reinforce the campaign message as well as resonate Mannings’ health products as caring and healthy Chinese New Year gifts for everyone.
This engaging ad format captured app users' attention, leading to a significant increase in advertising impressions compared to the usual campaign period.
Your One-stop Advertising Solutions
The Mannings Chinese New Year marketing campaign exemplifies how detailed strategic planning, the use of advanced segment targeting techniques through multi-platforms and in-app mobile advertising can drive success. The overall campaign has effectively engaged their target audience and promoted their health products.
Marketers and businesses looking to replicate Mannings' success or explore innovative marketing strategies, be sure to reach out to our team to learn more about Hotmob's cutting-edge one-stop solution.
Let's have a chat to create impactful campaigns that drive results!