Comprehensive Campaign – HK Shopping Mall
Targeting Mainland Chinese Top Talent Pass Scheme Families & New Students
Summer has long been a peak sales season for Hong Kong shopping malls. In addition to overseas visitors and postgraduate students preparing for the new academic year, nearly 17,000 immigrants applied for the Top Talent Pass Scheme in the first half of 2025, with around 95% coming from Mainland China. Recognising this opportunity, one of Hong Kong’s leading shopping malls partnered with us to design a comprehensive social media campaign aimed at new students and Top Talent Pass Scheme families.
Multi‑Platform Strategy
Xiaohongshu × WeChat Official Account × WeChat Groups
With thousands of students and families arriving in Hong Kong, the challenge was not awareness but direct reach.
Culture Nomadic has long‑standing relationships with Gangpiao communities and Mainland KOLs closely connected to Hong Kong. Leveraging these networks, we crafted a high‑impact campaign designed to reach a large audience within a short timeframe.
Taliored Keyword
Our Mainland China content team developed tailored keyword strategies to match Mainland users’ search habits and social media’s “check‑in” culture. KOLs produced content aligned with:
• Family‑friendly attractions
• Toy Story exhibition
• The summer “Smart Buy Weeks” (家居節)
• Gangpiao (港漂) lifestyle preferences
KOLs visited the mall in person, creating authentic, experience‑driven content that received highly positive engagement from their followers.
Performance Highlights
• 5,050+ engagements, exceeding the original target of 4,000 by 126%
• 51 Xiaohongshu posts continuing to gain traction, contributing to long‑term brand affinity
• Overall Xiaohongshu engagement increased 100% year‑on‑year during the promotional period
• Total platform heat reached 19,700, with likes, saves, and comments all doubling compared with the previous year
From August onwards, additional organic posts from independent Xiaohongshu creators began appearing, many achieving strong engagement
Long-term Brand Equity
During the campaign period, the mall achieved 19,700 total heat on Xiaohongshu, with all key metrics—likes, saves, comments—doubling year‑on‑year. The Pixar exhibition at the mall also successfully brought awareness, with the keyword “Toy Story” (玩具總動員) trending at the top of relevant searches.
By integrating Xiaohongshu, community groups, and offline activations, the campaign used Toy Story IP, LEGO, and Smart Buy Week as core themes to establish the mall as a family‑friendly social hub and a go‑to spot for new arrivals in Hong Kong. Beyond driving short‑term traffic, the campaign helped build long‑term brand equity for the mall.
Additional Success
Following the strong performance of the initial campaign, the client commissioned further promotional work. We developed new angles such as “Bargain Hacks” (羊毛攻略) to broaden reach and drive footfall for the mega summer sales event, including a free ice‑cream giveaway. This extension generated a wave of positive feedback and significantly boosted audience interest.
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