Circle K, a leading convenience store in Hong Kong, is one of a few vendors with exclusive partnership with Rilakkuma. In a bid to enhance its Facebook following and reward its loyal fanbase, Circle K turned to digital marketing.

The integrated Circle K campaign was launched through the month of April.

Paving the way of digital marketing, the duo-platform strategy integrated mobile banner advertising with a Facebook campaign. The mobile banner ad was designed to draw fans to the Facebook fan page to increase online traffic.

Consumers who clicked on the mobile banner ad were redirected to the Circle K Facebook fan page. They were then eligible to win a coveted Rilakkuma plush upon becoming a Circle K fan.

Distributing resources on multiple channels maximised Circle K’s fanbase reach.  After one week, their Facebook following increased 35%, from 12,000 to 18,500, to surpass their main competitor by over 3000 fans.

The statistics:
Period: 10th March ~ 21st March
New fans: > 6000
App user: > 4000
Viral news feed: 32551
Click through rate: 2,192.53%