Chow Tai Fook leverages on the number '2' in latest campaign push

Jewellery Brand Chow Tai Fook has rolled out a campaign leveraging the meaning of "two" banking on 22 February 2022 and Valentine's Day. The campaign "Twosday" features several pairs of celebrities, including actor Sam Lee's wife Sophia Leung and daughter Lucy Lee; YouTubers Cherry Lee and Kyle Wong; and Kilby Chan and Yoyo Kot from King Maker IV.

The campaign leverages the nine "2s" on 22 February 2022. That day will be Tuesday and it will be the 22nd day of the first lunar month. With a total of nine "2s", Chow Tai Fook invites couples, families and friends to gather and celebrate the special day.

The brand said, "Emotion is always an important factor that drives people to purchase in the jewellery market. Riding on this creative campaign, we would like to invite 'every two of us' to celebrate their unique relationship."

The campaign will run across multiple touchpoints, including social media, digital channels, as well as in-store decorations. “Our team is very excited about the campaign. It is not about just making buzz, but also creating a complete story for this brand-new festival. Leveraging famous influences in pairs, we would like to celebrate this once-in-a-century day and remind consumers from different segments about this special 'Twosday'.” said Joe Ng, creative partner of frengers communications.

To lure customers to spend, Chow Tai Fook is offering a discount to customers until 22 February 2022. They can purchase designated “Twosday” items at the brick-and-mortar stores or via its online shop to enjoy a 22% discount.

Last year, the brand unveiled its retail plans for the upcoming years. It said it would emphasise on expansion in mainland China and smart retail, tapping into the tremendous opportunities arising from the economic recovery. In its virtual media day, the company said it is stepping up its ongoing efforts and capitalising on the increasing domestic demand in mainland China. It added that the rise in disposable income of residents in mainland China will help promote consumption upgrade, unleashing huge spending potential in lower-tiered and county-level cities.

Chow Tai Fook also planned to penetrate further into the market by leveraging its franchisees’ local expertise and access. The group aims to have more than 7,000 points of sales by the financial year of 2025. As of 30 June 2021, the business had 4,850 points of sales in total.

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