Amap HK O2O Festive Marketing: The First Stop for Chinese Brands Going Global
CHINA MARKETING · O2O MARKETING · AMAP
Challenge
- Festival traffic red ocean: under dual seasonal peaks of Chinese New Year and Valentine's Day, how do we identify high-intent cross-border travelers and convert them into AMAP App core users?
- Budget-performance tradeoff: with limited budget, we needed to absorb high celebrity costs while maintaining quality across social operations, offline production, and PR execution.
- Extreme execution window: in under 30 days, we had to complete end-to-end delivery from tri-market media scheduling and talent rights negotiation to complex mall approvals.
Strategy
- Emotional resonance with IP synergy: partnered with hit show IP and popular Greater Bay Area talents, turning social buzz into brand trust through pre-launch and post-event co-created content.
- Panoramic media matrix and precision interception: integrated FB, IG, Threads, Xiaohongshu, and community marketing across mainland China, Hong Kong, and Macau to cover intent audiences aged 18-54.
- INFINIS Source: controlled costs while delivering full-funnel campaign execution (including social operations, design and production, offline setup, PR coordination, community seeding, advertising, and sentiment management).
Achievement
- Network-wide breakout exposure: total visibility exceeded expectations by 3.5x, with broad media coverage.
- Social asset surge: generated high-quality UGC, packed in-mall attendance, and near-100% positive sentiment.
- Core-user retention: successfully converted short-term traffic into long-term active users for AMAP ride-hailing and navigation through exclusive offer hooks.
- High-efficiency conversion loop: delivered a two-way O2O model of "claim online, experience offline" and "claim offline, redeem in app."
