In a new campaign from the biggest Hong Kong jewelry company, Chow Tai Fook, aiming at the “me” generation—post-90s’ in China, the brand suggested that their theme necklace is the symbol for post-90s to be proud of being themselves.
The campaign was conducted via an H5 with a flow of animated images on WeChat. The GIFs in this H5 featured different stereotypes that people hold towards post-90s’. Based on the unique attitudes from post-90s, the campaign created the relevant bespoke GIF stories in the H5. Showing the particular theme necklace beside the H5 page, the campaign nicely connects the product with post-90s’.
Let’s have a look at this campaign in detail.
Post-90s’ :Too simple?
Post-90s’ :Too light-hearted?
Post-90s’ :Too crazy?
As a domestic jewelry brand, Chou Tai Fook faces pressure from overseas luxury brands. However, leveraging a natural advantage as a local brand, Chou Tai Fook understands how to speak to Chinese consumers ‘in context’. Post-90s’, the most ‘misunderstood’ generation, is chosen as the brand’s target.
As one of the post-90s, I used to treat Chou Tai Fook as an old brand that belongs to my parents’ age. However, I started to follow their WeChat account after going through this H5. Maybe, there is wisdom in being wise.