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IAB HK Digital Awards 2024: Most Efficient Use of Budget Campaign - SILVER (CSL’s Concierge “Gangpiao” Hotline)

 

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Campaign: CSL’s Concierge “Gangpiao” Hotline

Brand: CSL Mobile

Agency: -

 

Challenges & Objectives

Hong Kong's demographics are shifting, with over 100,000 "Gangpiao" – mainlanders studying or working there. This presents an opportunity for CSL, Hong Kong's leading telecom provider, but awareness among Gangpiao was low. With a tight budget and strict ad policies, CSL needed creative ways to reach and convert this key segment. 

 

Insight and Strategy

Insights

  • Gangpiao Challenges: Young mainlanders in Hong Kong struggle with cultural integration, language barriers, and identity conflicts.
  • Platform Preference: Heavily relies on Xiaohongshu for lifestyle guidance, product discovery, and local tips.
  • Content Influence: User-generated content (UGC) and peer recommendations drive trust and purchasing decisions.
  • Audience Behavior: Emotionally responsive, value authentic, practical "life hacks" for adapting to Hong Kong.

Strategy

  • Platform Focus: Leverage Xiaohongshu to reach Gangpiao, tapping into its 300M+ active users and trendsetting role.
  • Authentic Content: Create UGC-style posts addressing Gangpiao’s pain points (e.g., Cantonese tips, cultural adaptation hacks).
  • Influencer Collaboration: Partner with micro-influencers for cost-effective, relatable, and trustworthy endorsements.
  • Cultural Relevance: Position CSL as a brand that understands and supports Gangpiao’s integration into Hong Kong.
  • Budget Efficiency: Prioritize high-engagement, low-cost tactics over expensive KOL campaigns.

 

Execution

Timing & Content Strategy

  • Launched in August to align with peak "Hong Kong SIM card" searches by incoming students.
  • Focused on high-traffic keywords (e.g., “studying abroad,” “Hong Kong Masters”) to dominate niche discussions.

Gangpiao Support Initiative

  • Introduced a 24/7 dedicated hotline with Mandarin-speaking CSL agents to assist with relocation stress (e.g., local tips, appointment bookings).
  • Positioned CSL as a culturally sensitive ally for mainlanders adapting to Hong Kong.

Influencer Collaboration

  • Micro-Influencers: Partnered with 10+ niche micro-influencers (lower cost, higher engagement) to share authentic "life hack" content featuring CSL services.
  • Pyramid Approach: Supplemented with 1 top-tier KOL (130K+ followers) for broader reach while prioritizing micro-influencers for trust-building.
  • Content Focus: Highlighted practical Hong Kong survival tips, subtly integrating CSL’s hotline and telecom benefits.

Platform Optimization

  • Leveraged Xiaohongshu’s algorithm by prioritizing authentic, value-driven UGC to boost visibility.
  • Ensured influencers had prior Hong Kong-related content to align with Gangpiao interests.

 

Innovation

Budget-Smart Strategy

  • Achieved high-impact results with <HK$150,000, and spent half of our budget recruiting influencers:
    • 44% to 1 top-tier KOL for reach.
    • 56% to micro-influencers for authentic, high-engagement content.

Emotional Storytelling

  • Created 11 influencer stories, with 7 going viral (1,000+ engagements each).
  • Capitalized on Gangpiao’s "emo" trend (loneliness/anxiety) with relatable content.
  • Highlighted CSL’s 24-hour hotline through a viral post (15M views, 87K engagements) about a real-life locksmith rescue.

Regulation Hack

  • Circumvented Xiaohongshu’s strict ad policies by not directly selling services.
  • Positioned CSL as a lifestyle ally via the "Gangpiao hotline" – a practical tool for settling in.

 

Results

  • Within 3 months of the campaign launch, CSL became one of the top telecom brands in Hong Kong in terms of Xiaohongshu post views and engagement.
  • CSL successfully established ownership of the hashtag #港漂專線 (“Gangpiao” hotline), turning it into a trending discussion among the Gangpiao community.
  • Significant increase in Gangpiao-related contract sales, along with a substantial year-over-year growth in traditional retail sales (benchmarked against Aug & Sept).
  • New digital sales channel saw 20% coming through RED and another 40% through word-of-mouth from their peers in the Gangpiao community.