Betake Marketing (HK), with several outstanding campaigns last year, won three awards in total at MARKETING-INTERACTIVE's Agency of the Year Awards 2021 in Hong Kong, including Gold and Local Hero awards in the Public Relations Agency of the Year category, and a bronze award in the Event Agency of the Year category.
2020 was a tough and difficult year for the industry and all of us faced a big challenge. To adapt to the changing consumer behaviours, offline events have to transform into virtual activities.
Marketing plans for KCP Kowloon City Plaza were revised to respond to shoppers’ preferences for online shopping. An online marketing campaign of Mother’s Day and Father’s Day was rolled out, an unbox video was uploaded onto the client’s Facebook page every day in May and June. The campaign drew viewers to participate in an online game and visit KCP for prize redemption, which effectively generated footfall for the mall and thus increased the overall sales revenue as a result. Besides, the engagement rate of the client’s social media platforms increased significantly.
Hong Kong Public Libraries (HKPL) launched the campaign “Discover and Share the Joy of Reading”. The campaign was aimed at promoting reading among all age groups by highlighting the joy of reading, and rebranding HKPL as a joyful and interesting place for reading and the exploration of new knowledge. One of the activities, Summer Reading Fiesta, which was originally planned to be held in the city’s public libraries, was eventually moved online.
A series of videos featuring professional voice talents and body language tutors who shared their techniques of storytelling were uploaded onto the client’s Facebook page. In addition, a theme song was created by a professional acappella group to promote Hong Kong Library Festival online, which made the publicity in great success and the number of views increased by 12 times on average in 2020. The engagement rate of the client’s social media platform also increased by an outstanding number.
With these encouraging results of the virtual activities last year, and the situation of the pandemic in Hong Kong is gradually settling down. The marketing plans and event formats in the future would be more diversified and flexible, while marketers would leverage the advantages of both online and offline events too.
This article is sponsored by Betake Marketing.