CMHK dials up PRIZM to handle social media

China Mobile Hong Kong (CMHK) appointed PRIZM to handle its social media marketing duties and rolled out its first social media campaign during Chinese New Year and Valentine’s day on Facebook and WeChat.Despite the long festive atmosphere, holidays and laisee, the Chinese New Year isn’t always fun for everyone, as this time of year can be stressful for single people. One important subject within the festive excitement involved the pressure from parents or relatives for single people to get married.The agency came up with a solution with high relevance for real life encounters, for instance, providing humorous and cheeky responses for followers on the telecom’s WeChat account to overcome the awkwardness when they were questioned by family members, which is the rule of thumb for creating content for the social media community.To promote the campaign, it started with two funny videos on Facebook that aimed to drive users to play the interactive game “新春拜年大作戰” (spring festival greetings battle) on CMHK’s WeChat account.https://www.facebook.com/ChinaMobileHK/videos/10153842390321093/https://www.facebook.com/ChinaMobileHK/videos/10153837103956093/The interactive game enabled the auto-reply function on WeChat for its users to get the tongue-in-cheek answers to avoid their family’s prying questions on their relationship status. Meanwhile, the game also encouraged its users to contribute creative answers for the UGC contest with prize giveaways.The partnership also aimed to bring out the brand’s core service and value, and connect WeChat and Facebook’s users with the same thematic campaign and, more importantly, to neutralise the fact that CMHK has a “Chinese background” impression perceived by customers.During the campaign period, it drove more than one million impressions and generated more than 3,000 creative answers from fans on the social media platform.“The relationship enriched PRIZM’s portfolio and proved the team’s capabilities to deliver creative, well-timed and viral content. We are certain this co-operation will be a fruitful one,” said Kelvin Wong, assistant account director at PRIZM.Under the retainer-based relationship, PRIZM will continue to roll out a series of creative and integrated campaigns for CMHK’s official Facebook and WeChat platform.The agency will also assist CMHK to maintain its official Facebook page by updating creative posts and instant responses regarding fans enquiries.Along with a number of viral videos, WeChat’s content communications and wall games will also apply for raising fans’ engagement and brand awareness on different social media platforms.CreditsProject: CMHK CNY Promotion ProjectClient: China Mobile Hong KongAgency: PRIZMAccount management: Kelvin WongContent creative: Nicholas Leung, Kusa Yeung, Winge CheungArt direction: Winston Leong, Versa Chan, Fanny Fong