In anticipation of Chinese New Year, social platform Sina Weibo launched the #Let the Red Envelopes Fly campaign#, which allowed fans to like or share virtual red envelopes from participating brands for a chance to win prizes. The campaign played on the Chinese tradition of giving cash to family and friends in red envelopes, and allowed fans to personalize lucky envelopes and send them as greetings. The campaign gathered 100 million shared and liked envelopes in the first 35 hours.
Max Factor and Proya are brands in our Digital IQ Index: Beauty | China that participated in the campaign. Of the two, Proya’s campaign had more success because of its size as the third largest beauty brand in China. It also had the advantage of being a domestic brand with ten-year history, a more appealing red envelope choice. In just ten days of running the campaign, 890,000 Sina Weibo users liked and shared Proya envelopes, and the brand gathered 400,000 new fans on the platform. 1.3 million discussions on Sina Weibo were tagged #Proya Let the Red Envelopes Fly#.
Small prizes also contributed to the limited success of Max Factor’s campaign, which received 2,500 reposts and 5,000 mentions.