CHINATOWN LONDON STRONG AS AN OX CAMPAIGN CASE STUDY
Chinatown London is one of London’s hotspots and an established epicenter of London’s Chinese community. A thriving hub for bakeries and restaurants to souvenir shops and so much more.
THE CHALLENGE
Due to lockdown restrictions from COVID-19, the challenge was to encourage people to order deliveries from restaurants within Chinatown London, sharing the message of supporting businesses and to be as ‘Strong As An Ox’ during these times.
THE OBJECTIVE
To raise awareness of Lunar New Year traditions and celebrations for the Year of the Ox, mentioning restaurants within Chinatown that offer specialised dishes for this period and what it means to be as ‘Strong As An Ox’ for the year ahead.
THE CAMPAIGN
We worked with 10 ESEA (East and South-East Asian) influencers across Instagram, with a mixture of nano and micro profiles.
Each influencer had an assigned restaurant to showcase, ranging from Filipino and Korean cuisines to Chinese and Malaysian and more. Sharing how they celebrated Lunar New Year along with their traditions, whilst spotlighting different independent, ESEA businesses available for delivery and highlighting the positive attributes and qualities of staying strong (like an Ox).
We also encouraged our influencers to use the dedicated Instagram face filter and giphys (GIFs) created by Chinatown London to further share the message of being ‘Strong As An Ox’ for the Year of the Ox.
THE RESULTS
Our influencers generated over 46.7K combined impressions and 44.8K combined reach, delivering a combined average engagement rate of 12.6%. There were over 9.1K engagements, with 1,082+ comments from the influencer’s followers engaging in shared experiences along with admiration and support for the restaurants - creating very strong and positive brand sentiment.
