YOOX NET-A-PORTER Group asked Qumin to conceptualise and build a Social Media campaign for Chinese New Year 2019.
The goal was to engage with their fans in a meaningful way and re-engage the increasingly inactive follower base.
The Brief
The Campaign
We built YNAP their very own ‘Instagram Lite’ as a HTML5 App.
Users had an array of custom built filters and overlays to edit and share their own photo.
The hashtag #CelebrateInStyle was then amplified by 7 hand picked influencers, aka ‘Key Opinion Leaders’ or KOLs for short, across Weibo and with 4 KOLs on RED.
The Result
5,321,000
Total impressions
260,725
App visits during CNY
35,000
New followers
#CelebrateInStyle #Social #Strategy #Qumin
