How are brand sponsors and partners measuring ROI from their Chiikawa investment?

With the sold-out "CHIIKAWA DAYS" exhibition set to kick off this Friday (1 August), brand sponsors and partners such as Manulife, MTR Corporation, Octopus, and McDonald’s are closely measuring the return on investment (ROI) to understand how their involvement will resonate with audiences.

This comes as the popular Japanese character’s official licensor, Spiralcute, has partnered with Hong Kong creative brand AllRightsReserved (ARR) to launch a large-scale themed exhibition for the first time. Running from 1 to 24 August at K11 MUSEA and Tsim Sha Tsui Harbourfront, the exhibition will feature classic Chiikawa scenes across four themes and showcase giant inflatable sculptures for visitors to enjoy.

As the principal sponsor of the exhibition, Manulife Hong Kong's logo appears on various promotional materials, such as themed trams. In addition to the main exhibition, it has also curated various dynamic activations, such as a pre-event flash mob party, a pop-up exhibition, a lucky draw, and social media games.

In a conversation with MARKETING-INTERACTIVE, Celia Ling, chief marketing officer, Manulife Hong Kong and Macau, said that while these initiatives are designed to ensure that everyone can fully enjoy and immerse themselves in the Chiikawa world, the sponsorship underscores the company's commitment to being a trusted partner and improving quality of life, aligning with its mission to make decisions easier and lives better. She added: 

We believe that the heartwarming and whimsical world of Chiikawa and friends offers a unique opportunity for people of all ages, especially for families and children, to rediscover joy in life’s simple moments. 

In terms of ROI measurement, Manulife has used a comprehensive matrix focusing on metrics such as customer inquiries, activity participation, lead generation, social media engagement, traffic, brand sentiment, and recall, according to Ling.

To foster community togetherness and deliver intangible customer values, Ling said the measurement matrix tracks additional success indicators, including event attendance, digital engagement metrics such as website visits and app downloads, and changes in brand sentiment, recall, impressions, and affinity.

On a similar note, MTR’s decision to sponsor the “CHIIKAWA DAYS” exhibition stems from Chiikawa’s rising popularity and strong emotional resonance with a wide audience. The character ranks among the most requested for collaboration in a recent MTR Mobile survey, indicating strong public interest and viral potential, according to its spokesperson.

The campaign spans multiple touchpoints across the network, including Chiikawa-themed light rail, immersive station displays, exclusive limited-edition merchandise, and free giveaways at selected MTR stations. This collaboration reflects MTR’s ongoing commitment to community engagement and enriching the travel experience for all, according to the spokesperson.

To evaluate the effectiveness of the partnership, MTR has tracked a range of performance metrics, including passenger engagement and station footfall at themed locations; online and social media engagement, such as user-generated content and campaign reach; public sentiment and brand perception, measured through media coverage and customer feedback; and merchandise sales.

In addition to the quantifiable outcomes, MTR also assesses the broader impact on community engagement and employee pride, areas that contribute to long-term brand affinity but are less easily measured. The spokesperson said: 

These insights help us understand the true value of such collaborations and guide future initiatives that connect meaningfully with the community while supporting MTR’s brand and business growth.

Expanding partnerships through digital and cultural moments

Beyond pure sponsorship, Octopus Hong Kong has extended its partnership with the Chiikawa-themed exhibition to launching limited-edition physical and digital card designs that will be released later this month.

The sponsorship has bridged the physical exhibition with digital engagement, said Jaslin Goh, director of marketing, communications, and data at Octopus, adding that customers can collect and use Chiikawa card arts through retail channels and the Octopus app. 

Beyond the usual metrics such as brand equity and downloads, Goh said it is a great way to drive daily engagement. Therefore, Octopus is focusing on metrics such as daily active users (DAU), which positively impact usage. "This closely intertwines with our recent “Octopus go” campaign that is driving digitalisation across the brand," she said.

Additionally, Octopus has sponsored multiple events throughout the year, said Goh. She added: 

We want to be part of cultural moments that truly reflect our customers' experiences and bring joy to their everyday lives.

Meanwhile, McDonald’s Hong Kong is launching a limited-time summer menu to celebrate the Chiikawa exhibition. Starting 8 July, the "Ebi burger series" features items in themed packaging. The burgers, desserts, beverages, and Shake Shake Fries bags showcase three popular characters - Chiikawa, Hachiware, and Usagi - holding their signature “hunting sticks,” allowing customers to enjoy the food while collecting the CHIIKAWA DAYS packaging.

The "CHIIKAWA DAYS" exhibition celebrates joy, imagination, and everyday happiness, perfectly aligning with McDonald’s values, said Tina Chao, chief marketing and digital customer experience officer, McDonald’s Hong Kong. "With the return of our seafood range, including the ebi burger and new crab croquette burger, the timing felt right to bring these two beloved worlds together," she added. 

At McDonald’s Hong Kong, we’re always looking for meaningful ways to connect with our customers - not just through food, but through culture and shared moments.

Ultimately, the brand's goal is to deepen the emotional connection with our customers, and this activation gives it a powerful platform to do just that by showing up in the cultural spaces they care about, Chao said.

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