To amplify a shopping mall’s Chinese New Year celebration, we partnered with 12 niche influencers — including couples, parenting, and family content creators — to craft relatable and heartwarming narratives. The campaign was designed to drive online buzz and offline footfall by showcasing the unique festive experience.

Core Strategic Pillars:

– Vertical Influencer Engagement for Audience Precision: We selected 12 creators who specialize in couple, parent-child, and family lifestyle content. Their authentic voices helped us connect with highly relevant audiences, building emotional resonance with the CNY themes and family values.

– Immersive, Thematic Content Creation: Influencers created tailored content that blended seamlessly with the mall’s Chinese New Year decor and activities. Family-focused posts emphasized warmth and tradition, while couple-focused content added a playful, interactive twist — showcasing the event’s multi-generational appeal.

– Cross-Platform Rollout to Drive Offline Engagement: Content was published across Instagram, TikTok, and Rednote, ensuring wide reach across key demographics. This approach successfully translated digital attention into offline traffic and event participation, boosting visibility during the critical festive period.