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...