A gesture for bless and hope
“StepFree” photo exhibition, which was held in Oct 23 at Causeway Bay in Hong Kong, the world’s busiest shopping area, aimed at fund-raising for Make-A-Wish Foundation. Creativeworks took a role of digital marketing consultant for the event.
A simple gesture is enough to show our kind heart. A simple but creative campaign is enough to spread bless and hope.
Stephy Tang is a Hong Kong well-known singer and actress. She was formerly the leader of the pop group Cookies whose album was widely heard and popular. Moreover, one of her albums was certificated Gold by IFPI Hong Kong.
Make-A-Wish® Hong Kong was founded in 1989, it was set up to grant wishes to children with life-threatening medical conditions in Hong Kong and Macau. Hong Kong celebrity Stephy Tang tried to use a simple but meaningful campaign combining of mobile and social media to help bringing hope, strength and joy.
Using Instagram as a key
One of the most challenging aspects is to keep things simple and effective. Stay with the core objective of the event, and look around to see what we’ve already got. We got pop stars, stunning photos and good locations. In fact these are more than enough to make an impressive marketing campaign if we have the right key, and we chose Instagram as this key.
Creativeworks digests your ideas! What an authentic full-service digital agency!
To spread the message of Make-A-Wish, we encouraged the visitors to take a photo at the exhibition with a posture of making a wish or prayer using Instagram and hashtag #StepFree. Stephy would select the winners and give them special gifts.
Content Development & Copywriting
Research & Planning
Responsive Web Design
Search Engine Optimization (SEO)
Social Media Strategy & Management
User Experience (UX) Design
Creativeworks has also designed and developed a lovely mini website for StepFree. Photos hashtagged #StepFree would be updated and shown on this website simultaneously with the updates by Instagram users.
Creativeworks has also designed and developed a lovely mini website for StepFree. Photos would be updated and displayed on this website simultaneously with the updates by Instagram users.
Our blessing will spread with #StepFree on Instagram. After two sessions of the event, this Instagram campaign has collected over 900 photos hashtagged #StepFree. We estimated the number of likes, comments and shares of these photos was nearly 20,000.
#StepFree photos were collected in this Instagram campaign.
Impressions of #StepFree were generated.
Likes, comments and shares of the photos.