The Hong Kong-based E-commerce startup company Ztore.com, which positioned itself as an online supermarket selling quality groceries and home essentials by local brands, has attracted more than 6000 new likes on its page with its campaign "More Choices" in less than a week.
Made in collaboration with integrated digital agency The Bread Digital, the campaign includes three online videos released on Facebook and YouTube, pictures of local merchants released on their Facebook page, and online offers.
Starring actor Dominic Lam (林嘉華), the first video shows how he witnesses the present situation in which Hong Kong people feel suffocated by fewer and fewer choices in different aspects of life. As he walks forward, he sees local communities who are working hard to provide more choices for Hong Kong, and voices strong beliefs that the city will have a better future.
The video post has garnered more than 176k views, 3.7k likes and 1.2k shares since last Thursday.
"The overwhelming response on Facebook shows that the brand value resembles that of the customers," said Kenneth Wan, the co-founder and director at The Bread Digital. "We are not going for gimmicks this time, because the campaign is not targeting mass audiences, but niche customers who echo the same motto. An earnest tone may help to bring out the essence."
Wan also agreed that brand stories are increasingly important to customers when they choose their products. "There are a larger group of people who want to support local, small but quality brands. Revealing stories behind local merchants may help them to gather customers support."
Agency: The Bread Digital
Creative director: Joseph Mok
Copywriting: Kiu Chan
Art direction: Chan She, Chester Tang, Angel Wong
Account servicing: Andy Chan, Natalia Ng
Social media: Zoe Leung, Casey Mak
Media: Gordon Kwan, Carol Fok, Tinny Tang, Charisse Tam
Video director: Timothy Cheng, Lai Yat Nam @ PhotoNow
Post production: One Cool Cut Limited
Photographer: Max Chan