Chinachem Group strengthens community connections with CRM campaign

Chinachem Group has launched a campaign to celebrate the second anniversary of its loyalty programme, CCG Hearts (如心賞). The initiative aims to boost brand and programme awareness, drive member recruitment, increase sales, and deepen customer engagement.

Available from mid-October to early November, the “CCG Hearts second anniversary – celebrating CCG Hearts second anniversary with heartfelt rewards” (如心賞 2 周年．從心賞你) campaign is done in collaboration with local creative agency Narrow Door.

A spokesperson from Chinachem Group told MARKETING-INTERACTIVE that the campaign targets the general public, focusing on young couples and families, particularly to increase footfall at Chinachem Group’s properties, mainly in Tsuen Wan locations.

As part of the campaign, Chinachem Group has launched a series of initiatives that include promotional offers, exclusive rewards, and activities such as an on-site lucky draw at Central Market, Nina Mall, and D Park.

To maximise impact, the campaign has leveraged a multi-channel approach, combining creative storytelling with data-driven targeting. Beyond promoting initiatives on its own social media platforms, Chinachem Group has partnered with a curated group of influencers whose content resonated with their unique fan bases.

These influencers highlight tenant offerings and member benefits, with the strategy aiming to direct traffic to both online and offline touchpoints. This seeks to drive buzz, expand campaign reach, and support business growth and community engagement.

In addition to collaborating with influencers, the campaign is also promoted through digital platforms, point-of-sale materials (POSM), and print media.

Amy Wu, director of corporate communications at Chinachem Group, said: “The second anniversary campaign celebrating CCG Hearts, Chinachem Group’s membership reward programme, reflects our ongoing commitment to rewarding loyal members while deepening connections with the community.”

Through a blend of innovative promotions, volunteering programmes, and engaging storytelling, we’re proud to see growing member participation and increased engagement—bringing meaningful value to both our customers and tenants,” she added.

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Recently, Chinachem Group has launched the CCG Tsuen Wan Games to champion the “sports for all” movement, coinciding with the upcoming National Games.

The six-week festival, running from 11 October to 23 November, kicks off with a "get ready" phase to engage the community, culminating in a four-day "game on" finale where D‧PARK transforms into a sports arena for all ages. This diverse programme aims to encourage seniors and youth to play side by side, strengthening family bonds, and fostering an inclusive community through sport.

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