An institution in Hong Kong established over 70 years ago, Kee Wah targeted the modern market by diversifying its marketing to social media with New Digital Noise.

Like agency, like client; Kee Wah’s strive for excellence extended to its marketing as well as its products.  As such, Kee Wah turned to NDN to manage its social marketing.

In tandem with Kee Wah’s Mid-autumn market, NDN devised a seasonal campaign that involved Kee Wah’s spokesperson, Mr. Eric Tsang, rallying Facebook users to their recent charitable endeavour.  From 1 August – 12 September 2011, users were encouraged to “Like” the social altruism campaign to help spread mid-autumn cheer to the elderly.  Each Like provided a mooncake for seniors in various nursing homes in Hong Kong.

To award their altruism, Fans were also eligible to win a box of Kee Wah mooncakes to share with family and friends.  Users could enter once a day for 1 of 3 daily prizes.

The campaign was virally marketed on Facebook by automated News Feed messages on Fan Walls.

Integrating mobile, digital-out-of-home and social media, the campaign video produced by NDN, which featured Mr. Tsang and Kee Wah’s mid-autumn TVC, was promoted on Hot Media Solutions’ exclusive McDonald’s 24-hour channel for the duration of the campaign.  Participants could access the campaign via their mobiles with a QR code displayed on mute_HD and on the seatbacks of public transportation.

Within 4 days of the launch of the agency’s social media strategies, Kee Wah’s fanbase jumped from 2500 Fans to over 40,000, surpassing its industry competitors to rank no. 1 in social media.  By the conclusion of the campaign, Kee Wah’s fanbase catapulted to over 65,100, an increase of 2604%!