On the afternoon of June 5, 2024, the 16th Advertising Summit and Golden Vision Awards ceremony with the theme "Big Changes, Smart Marketing" was held at the banquet hall on the B1 floor of JW Marriott Hotel in Beijing. Approximately 500 elite professionals from the marketing and communications industry attended the offline event.

The project "Hong Kong Mom's Top Choice TikTok Challenge Marketing Communication" submitted by Keyfocus won the Silver Award for Social Marketing. It is reported that the Golden Distant Award received a total of 287 submissions from various units, totaling 1312 award application materials, and ultimately selected over 200 individual and case awards.

Review of the case

2023 ★FrisoHK

The "Hong Kong Mom's Top Choice" TikTok Challenge Marketing Communication

With its geographical advantage and close ties to Hong Kong, Guangdong Province has become one of the regions most closely linked to Hong Kong. With the strong support from the governments of Guangdong, Hong Kong, and Macau in economic and tourism development, residents in the Greater Bay Area possess formidable consumer power. In 2022, Guangdong Province's total retail sales of consumer goods reached 4.5 trillion, ranking first in the country for 40 consecutive years. The government's promotion of the "one-hour living circle" model, offering preferential treatment for multiple visits to Hong Kong from Guangdong Province, has made Hong Kong consumption easily accessible.

In the "one-hour living circle" of the Greater Bay Area, mothers in the region prefer to go to Hong Kong to buy Hong Kong version infant formula. So, how can we enhance the core competitiveness of Mead Johnson's Hong Kong version brand, deepen the awareness of the most popular brand, reach more potential consumers in the Greater Bay Area, and ultimately facilitate sales conversion through community building?

The factors influencing purchasing decisions focus on product reputation, promotions, and emotional trust. Collect authentic and highly compelling word-of-mouth content. Stir the emotional values of mothers in the Greater Bay Area, combining consumer rational and emotional needs. Starting from quality and safety, invite everyone to "endorse" themselves, showcase their top choices, attract new customers, and drive purchases.

Guangzhou ranks first in terms of TikTok user distribution, with a majority of users being young mothers aged between 24 and 35. This indicates that for young and trendy mothers in the Greater Bay Area, TikTok is their primary entertainment platform. To attract the attention of the mothers in the Greater Bay Area, Keyfocus has chosen the Greater Bay Area as the central promotion ground for this campaign. By leveraging the interactive features of TikTok's social platform, the campaign calls on Greater Bay Area mothers to participate actively, share their own experiences and stories with Friso, endorse the brand, and ultimately attract more mothers from the Bay Area to join in. This strategy aims to create a sustained word-of-mouth effect that will drive sales in the long run.

Based on the insights and strategies mentioned above, the #PickYourTopChoice# TikTok Challenge emerges.

As the marketing partner for the FrisoHK, Keyfocus has developed a comprehensive, engaging, and actionable creative execution process for the entire campaign.

Firstly, by creating the official hashtag #PickYourTopChoice#, participants can join the challenge by using the same hashtag when posting their videos, thus engaging in the topic challenge. Secondly, by strategically placing sponsored content in key positions and combining it with engaging content and creative stickers, the campaign's impact can be enhanced while also increasing conversions. Additionally, by offering cash rewards for TikTok challenge tasks, the campaign can stimulate traffic and conversions. Recruiting challenge stars through missions on the TikTok Challenge Map can guide users to participate in the topic, generate high-quality testimonial videos, and drive traffic to offline purchases through an H5 link that leads to a landing page.

Accurate grasp of user online behavior + profound insights on converting interaction into purchases + sincere cooperation with customers at each stage have brought about a TikTok challenge feast that exceeds expectations.

In the end, the collaboration between Keyfocus and Mead Johnson Hong Kong on the #HongKongMomsTopChoice# TikTok challenge attracted a total of 56,000 participants to shoot videos, resulting in 200 million exposures and 2.8 million interactions. Most importantly, the campaign led to 4,699 coupon redemptions, achieving all KPIs well beyond expectations.

In an increasingly demanding market seeking real conversions, Keyfocus is dedicated to creating uniquely charming yet effective marketing strategies for clients. Together with clients, Keyfocus strengthens brand image, enhances market competitiveness, and boosts business growth.