Chimelong Halloween Carnival: Viral Digital Marketing Campaign with KOLs and Social Media for Youth Engagement
We partnered with Chimelong, China’s leading theme park operator, to promote its Halloween Carnival to young audiences in Hong Kong. Our campaign aimed to generate buzz within the local online community and drive ticket sales while reinforcing the connection between Chimelong and Halloween in the hearts of young people.
To create a viral effect, we leveraged a strategic combination of Video Marketing, Key Opinion Leaders (KOLs), Social Media, and Search Engine Marketing (SEM). Recognizing that video is the most engaging marketing medium today, we crafted experiences that allowed audiences to immerse themselves in the Halloween Carnival.
Understanding the dynamics of our target audience, we implemented the “Young Lady First” strategy, which emphasizes the influence of young women in decision-making. We collaborated with KOL Hay Wong & Friends, whose YouTube channel boasts over 300,000 followers, to create tailored promotional videos. This partnership was pivotal, as many young women in Hong Kong actively follow the channel.
To ignite the campaign’s viral potential, we executed a dynamic social media marketing strategy. Promotional videos and ads were distributed across major platforms, including Facebook, YouTube, Google, and Yahoo!. We utilized YouTube’s homepage masthead, instream ads, Facebook’s video and post ads, and Yahoo!’s news expandable ads to maximize our online presence and drive ticket sales.
The results were remarkable. Our marketing efforts led to a substantial increase in Chimelong’s Halloween Carnival ticket sales during the promotion period. The viral video campaign significantly reinforced the association between Chimelong and Halloween among young audiences in Hong Kong. KOL Hay Wong & Friends generated considerable interest online, while our extensive social media strategy achieved millions of impressions, solidifying Chimelong’s digital presence.
By accurately identifying the right mix of target audience, KOL, and marketing strategies, we maximized impact and optimized costs for our client, effectively enhancing Chimelong’s brand image in the competitive landscape.
