Qumin Triumphs ‘Best Travel & Leisure Campaign’ in The Drum Awards 2022

By 1st June 2022Awards, Social Media, Travel

A Third Award for the MOXY Campaign!

Our MOXY campaign with Marriott Hotel in Shanghai received its third award‘Best Travel & Leisure Campaign’ in The Drum Awards for Digital Advertising 2022!

We are grateful for the opportunity to work with such supporrtive clients and couldn’t be more proud to be one of the winners of the prestigious Drum Awards.

What is MOXY?  

MOXY is a youthful hotel brand under the Marriott Hotel Group, and with its launch in Shanghai, Qumin took on the challenge of assisting them in raising awareness about the brand and reaching China’s younger generation.

We designed a series of creative strategies that were based on communicating that MOXY hotels are ’where Brave starts’ and worked with undiscovered artists and online creators, to then inspire 1000s of new creators on Douyin (Chinese TikTok).

This campaign took a completely different approach to the traditional influencer campaign model and led to the exciting result of 7,000 videos being submitted under the related hashtag and succesfully generating over 450 million views.

Most importantly, the hotel occupancy rose by 500% and the campaign made MOXY the most talked-about youth brand in China during our campaign period.

Read more about the campaign here.

The Drum - Digital Advertising Winner 2022