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Challenge
Challenge
Yue Hwa Departmental Store, Singapore’s only full-range department store specializing in Chinese food, medicine, silk, and gifts, sought to launch their Qipao collection and raise awareness of their expanded product catalog.
As a heritage brand, Yue Hwa needed to modernize its appeal to younger audiences while maintaining its cultural authenticity.
Our Unique Solution
Our Unique Solution
We curated a campaign involving Chinese influencers who connected with the brand’s heritage and organized experiential activities to bring the Qipao’s rich history to life.
We also were involved in building strategic OOH placements via the SMRT Station Network.
Strategic Framework
Experiential Content:
Hosted a Qipao-making workshop with Suzhou (苏州) artisans flown in, showcasing various Qipao craftsmanship to our Influencers.
OOH Integration:
Featured influencers in high-impact OOH placements at Chinatown MRT and NEL train stickers.
Drive to Retail:
Directed traffic to Yue Hwa’s Chinatown outlet through social media activations.
Comparative Context:
Achieved 176K online reach and 3X ROI in media value, exceeding typical retail campaigns’ engagement levels.
Long-Term Impact:
The campaign reinvigorated Yue Hwa’s appeal among younger audiences and reinforced its position as a cultural icon.
Results
176K+
Online Audience Reached
8K+
Active Engagements
3X
ROI in Media Value
