Platform
Campaign Launch 2025
Tops
Project Overview
Tops aimed to promote its “Tourist Card” campaign to encourage Chinese tourists visiting Thailand to use the card for shopping at Tops. The strategy involved leveraging KOC product reviews and WeChat Seeding to reach both travelers and the local Chinese community in Thailand.
Objectives
○ Increase awareness and adoption of the Tourist Card among Chinese tourists.
○ Utilize KOCs and WeChat Groups to generate buzz and word-of-mouth promotion.
Scope of Work
○ Collaborated with Chinese KOCs to create review content and promote the campaign across Chinese social media.
○ Executed WeChat Seeding by promoting the campaign in 40 WeChat groups, driving organic discussions and shares within the target audience.
Results
Successfully leveraged KOCs and WeChat Seeding to promote the Tourist Card, driving more Chinese tourists to shop at Tops. The KOC campaign enhanced brand engagement and social media discussions, while WeChat Seeding effectively spread awareness through peer-to-peer sharing, increasing interest and adoption.
