|Title||ANNIL “RIDING ON DADDY’S NECK”|
|Product / Service||ANNIL CHILDREN-CLOTHING|
|Category||C03. Exhibitions / Installations|
|Entrant||HYLINK DIGITAL SOLUTIONS Beijing, CHINA|
|Idea Creation||HYLINK DIGITAL SOLUTIONS Beijing, CHINA|
|Media Placement||HYLINK DIGITAL SOLUTIONS Beijing, CHINA|
|Production||HYLINK DIGITAL SOLUTIONS Beijing, CHINA|
|Sun Xin||Hylink Digital Solutions Co., Ltd.||GCD|
After completing research and focus group discussion, we noticed that most fathers have the experience of lifting the children onto their necks as a way of interaction. We were inspired by this information, and decided to build the exhibition based on this idea. By riding on daddy’s neck, children can receive full attention from the father, and gain joy and quality family time. Therefore, we have decided to hang all the paintings shown in the exhibition above 2 meters high, and encourage fathers to carry their children on their neck while appreciating art, so that they can all enjoy the time spent together.
Overall Budget: RMB5,400,000.00 Breakdown: - exhibition, RMB2,000,000.00 - video and website production, RMB300,000.00 - paid media, RMB3,100,000.00
By creating the tag “priority to children above 2 meters tall” on social media to generate curiosity, we encouraged users to imagine what this year’s exhibition will be themed by. Then we activated ad campaign on Wechat moment, and simultaneously used KOL resources to target primary audience precisely to spread out the word. On the day of the event, we chose multiple relevant platforms to increase volume and reported livestream. The event attracted great attention as a major event on International Children’s Day, and lasted until June 10. We continued to collaborate with KOL after the event to reiterate the brand’s idea and value.
This event has won great reputation and reviews, and has successfully triggered consumers‘s resonance for the importance of father’s companionship. The campaign has gained over 60 million impressions.
This year’s annual exhibition used “riding on daddy’s neck” as the core creative idea. By doing so, it has added to ANNIL’s branding as a children-clothing brand that advocates for parental companionship, and succeeded in shortening the distance between fathers and their children. It helped emphasized the brand value and activated a heated discussion between the brand and consumers.
We have selected young parents between the age of 25-40 in major cities including Shenzhen, Beijing and Shanghai as primary target audience, as they are the key group of consumers of ANNIL. We used an online plus offline promotion as approach. Other than organizing a digital campaign as promotion, we also have invited KOL to the actual event and have them steamed on via media platforms.