The Brief

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 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


Total impressions


App visits during CNY


New followers

#CelebrateInStyle #Social #Strategy #Qumin