In early Nov, CHANEL chose HKDI (Hong Kong Design Institute) as the venue for its Cruise 2024/25 Collection Fashion Show. The event was star-studded, with the biggest highlight being the K-Pop superstar G-Dragon, making his first public appearance since his comeback in a striking, signature outfit. Such a major event naturally became the talk of the town! While events hosted by international brands often spark trends, how can other brands stand out through event marketing? Here are 3 key strategies, with inspiration from major brands, to help you create unforgettable events!
1. Interactive Customer Experiences for Added Engagement
In Hong Kong, where consumers are overwhelmed by ads online, on public transport, and in public spaces, conventional ads often lose their impact. Unique event experiences have become the secret weapon to capture attention! Using interactive installations and immersive setups, brands can let participants feel the brand story firsthand. For example, after reopening its Langham Place store, adidas HK held the “Home of Sport Pop-Up Store,” offering interactive experiences like custom luggage tags, exclusive stickers, and a “YOU GOT THIS” reaction challenge, allowing consumers to play while experiencing the brand’s charm, enhancing brand affinity!
2. Interest-Driven Focus on Loyal Fans
If a large-scale pop-up isn’t feasible, brands can leverage big data to understand specific audience interests and tailor events accordingly. For instance, Threads celebrated its first anniversary by collaborating with artists, influencers, and media figures who have been active on the platform. In Hong Kong, this included stars like Edan Lui from Mirror, Poki Ng from Error, actor Ng Siu Hin, singer Moon Tang, and the viral meme page 9gag. And in Taiwan, well-known figures like actor Kai Ko, TV host Patrick, and YouTuber Ray Du English were invited. Threads carefully selected collaborators with high daily interaction rates, strategically focusing on inviting active Threadies. By understanding audience preferences through data, event design becomes more appealing, generating heated discussions and leaving a lasting impression!
3. Photo-Op Discounts to Boost Sales
For maximum impact with minimal resources, consider a photo-op event at store locations that offers rewards. For example, Harbour City, a popular shopping destination, currently has a photo-op activity: customers who take photos at any of the 3 designated photo spots and at a specific entrance, and upload them with specific hashtags can earn food vouchers or limited-edition gifts. Participants can enjoy great photos while earning rewards, strengthening the brand connection. If the event setting is highly “Instagrammable,” participants will likely share on social media, indirectly boosting brand exposure.
