Campaign details

Brand: SWIPE
Brand owner: SWIPE (Hong Kong) Limited
Lead agency: TKS Partners
Contributing agencies: Spoon Digital Limited
Country: Hong Kong
Industries: Cleaners & detergents
Media channels: Competitions & contests, Content marketing, Events & experiential, Gaming & in-game advertising, Newspapers, Point-of-purchase, in-store, Social media, Television, Word of mouth, influencers
Budget: 500k - 1 million

Executive summary

This case study describes how SWIPE Hong Kong grew its business and brand equity by creating a cross-platform content marketing strategy in the cleaning detergent category, using an emotional – rather than the conventional functional – approach.

SWIPE had lacked business growth in previous years despite its brand being well recognised by the target audience of housewives and housekeepers in Hong Kong.