ASANA Young Up Music Campaign

Background

ASANA, as title sponsor for “Ultimate Song Chart Awards Presentation”  (叱咤樂壇流行榜頒獎典禮) of Commercial Radio Hong Kong. We created a social media campaign viral to public.

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Idea & Strategy

In order to attract different generations, campaign theme "Young Up HK Music Memories" was established

• Collaborate with Cuson Lo (Illustrator) to create "Lyric-generated Game" with 10 HK Pop Star illustrations

• Create a series of call-to-action engagement post to encourage sharing UGC post

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Result

• 1,000+ reactions, 300+ shares & 500+ comments

• 30,000+ video views & 380,000+ organic reached in 6 videos

• 2,000 leads generated