Skyworth: The longest red scarf

Skyworth, a TV brand, asked its top management team to knit the longest red scarf in China, representing their blessings for everyone and the sentiment of being surrounded by their family, to enhance brand awareness and consumer connection.

Objectives &Challenges

Chinese Lunar New Year celebrations are perhaps the busiest and most crowded ever. They are also the most challenging for brands to stand out in. This time of year, companies focus on sales, not branding. But during our campaign period, China was also in the second year of restrictive COVID lockdowns. The general sentiment was one of longing to be with family, rather than endless consumption.

Our challenge was how to stand out given our budget was 10x smaller than a typical CNY budget, with only USD60K paid media partnership + USD34K influencer partnership. In addition, we wanted...

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