HK thermal brand Chicks concludes digital marketing pitch

Hong Kong homegrown innerwear and thermal brand Chicks (雞仔嘜) has appointed local digital agency 21M Digital as its leading online business consultant and digital marketing agency. The partnership will last for a minimum of two years. 

The appointment follows a competitive pitch in June. Jennifer Tam and Alicia Tam, the fourth-generation successors of Chicks, are seeking to take the brand forward online.

Chicks was seeking a long-term partner to scale its eCommerce operations through performance marketing, digital communications, and AI integration, all while remaining anchored in its core brand promise: "Giving the best to the family" (最好的．給家人).

A central priority for the partnership is deepening engagement with household decision-makers - or "Family CEOs" - primarily mothers who manage everyday family purchases. Chicks selected 21M Digital for its background with technology companies, startups, and founders, bringing a fresh perspective on innovation and digital growth to the heritage brand.

Under the mandate, 21M Digital will provide end-to-end strategy spanning brand direction, social media, creative development, campaign ideation, and online business growth.

The agency will also drive website optimisation, enhancing user experience (UX), customer purchase journeys, promotional mechanics, and conversion rates. Additionally, 21M Digital is tasked with planning and executing media buy across Google, Meta, programmatic channels, and KOL campaigns, backed by performance reviews and monthly strategic optimisations.

While focusing primarily on Hong Kong, the partnership will also support Chicks' global digital expansion via its cross-border eShop.

Initial performance marketing activity, including search advertising and social media promotion, is already live. Further initiatives will roll out as the partnership develops.

Jennifer Tam, director, Chicks, said, "Chicks has always lived by the motto ‘Giving the best to the family.’ Our partnership with 21M Digital allows us to continuously improve our user experience and make online shopping more seamless and thoughtful so our customers can spend less time shopping and more time together."

"It also means we can bring our comfortable, sustainable, functional apparel to families wherever they are in the world. For many Hong Kong families now living overseas, Chicks’ products are more than just apparel. It’s a touch of home, a shared memory, and a heritage Hong Kong brand that has grown up with generations and continues to keep their hearts connected," Tam added.

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