Chinese New Year is the biggest annual campaign for Giant, but it also comes with fierce competition. In spite of a successful 2019 campaign with Construct Digital, Giant wanted to up the ante in 2020 and approach traditional themes with a creative lens to drive meaningful engagement. On top of an innovative social media campaign, we knew that people were firing up their search engines for CNY-related content. We were challenged to leverage this and boost SEO rankings.
Building on the "Lobang Queen" persona developed in 2017, we conceptualised and launched a 2-part video series that provided a glimpse into her family WhatsApp group, "HuatsUp". The tongue-in-cheek humour and relatable exchanges around the subject of Reunion Dinner generated 7 times more comments than the page's average post for the first video alone.
To further differentiate Giant from its competitors, we took on the challenge of reimagining and modernising fengshui readings through an interactive and highly personalised chatbot that was launched directly on Facebook Messenger. By crafting individualised journeys based on the Chinese Zodiac, we provided a unique user experience that tied Giant's CNY promotions with the cultural significance of fengshui.
With an aim to improve SEO rankings for CNY keywords and achieve higher organic visibility, keywords were identified and targeted. 4 skyscraper articles around the topic of CNY were crafted and optimised. Producing articles that were both optimised for search rankings and provided value to the customer resulted in over 37,994 total impressions within a month of publication.
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