Background

Millennials in Hong Kong are sometimes unfairly perceived as having a lackadaisical outlook towards traditions. But, in truth, millennials care a lot; they just have their own way of showing it. In fact, the modern world calls for us to keep our minds open, as families, these days, define their own way to celebrate. And HSBC understands that, in Chinese culture, it’s not what you say, it’s what you do that matters most. So this year, to celebrate Lunar New Year 2019, HSBC has taken a walk in the shoes of a millennial to tell a truly modern-day Chinese New Year story, proving that the ’me’ generation is also a generation that cares, and that actions speak far louder than words ever could.

Describe the creative idea

To share the millennial Chinese New Year story, HSBC launched a campaign using Facebook Stories, producing a “docu-series” that follows a typical HK millennial in the days leading up to New Year’s Day. HSBC wanted to show it’s not what you say, it’s what you do that matters most. • Launch a campaign using Facebook Stories, producing a five-part “docu-series” to lend a genuine narrative to the way young people in Hong Kong relate to their families, and to older generations. • Select four key Hong Kong influencers with non-traditional family backgrounds to share their stories. KOL marketing helped reach the target audiences, and also added creative and interesting social content to the brand.

Describe the strategy

• To create a new and meaningful HSBC millennial Chinese New Year story • To show HSBC understands the younger generation and the way they relate to their loved ones • To help audiences relate their contemporary lifestyles to tradition • Encourage conversations about family and Chinese New Year. • Enhance the positive image of HSBC as the caring bank • Target HSBC millennial customers, their families, and friends

Describe the execution

The millennial story was launched as five short videos to create awareness on Facebook and Instagram stories • The story follows a typical Hong Kong millennial in the days leading up to Chinese New Year. In the first part of the series it seems like she is shirking her responsibilities, however in the end it is revealed that she has been quietly making preparations for the celebration, despite her busy schedule. 3 Facebook Posts • Teaser post reminded audiences that Chinese New Year is coming. • Full video published one day before Chinese New Year • Greeting post published on Chinese New Year on HSBC Facebook page. 4 KOL Posts To spread awareness, four KOLs were enlisted. The full video was shared on their Facebook pages with posted copies featuring their own experience on Chinese New Year celebration and encouraged their fans to share their own experiences.

List the results

• The campaign successfully connected with audiences across Hong Kong. • The three Facebook posts and five Facebook and Instagram Stories achieved 2.7million accumulated reach within one week • Generated 157,000 views on the full video • 77,000 engagements on all published posts • The campaign sparked a debate among the HSBC Facebook audience about the meaning of tradition; how it can be updated and adapted for new generations • Working with KOLs of different backgrounds helped establish a positive image of HSBC, inclusive of families of all shapes and sizes. • Through KOL posting, audiences were moved to share some of their own authentic experiences around family and Chinese New Year. • The successful campaign resulted in an expanded 2019 marketing plan with the agency.