To celebrate BaekMiDang’s pop-up store opening at K11, an O2O campaign was innovated to liven up people’s sense of sight and taste for raising public awareness about its new arrival in Hong Kong. Visitors could get an ice-cream shaped colour filter to unlock surprises in our video on the digital wall. Participants took a photo and uploaded it on Instagram or event site with hashtags to add campaign exposure on social media.

Results:

>10,000 submission

24% increase in gift redemption

>1,300,000 social media fans reached

>69,000 engagement sparked