MOXY: Where brave starts

Moxy Hotels launched its brand to a Gen Z audience in China by collaborating with Shanghai's underground culture-shaping creators.

Why is this work relevant for Strategy & Effectiveness?

Moxy is unknown in China. We activated an Offline to Online experience among Chinese Gen Z – titled “Make Moxy Yours”. The first hotel to be “crowdsource designed” by its target audience, on Douyin. First, an art exhibition with 9 Shanghai emerging Gen-Z artists who helped to design the hotel. The event had 407 media coverages, ad value 1.4m USD, PR value 4.4m USD. Douyin launched in parallel with a UGC campaign. Our 9 artists inspired over 7,000 artists to create videos for Moxy = a total of 450m views, 6m...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands