CitibankSocial Media Retainer

client: Citibank
Expertise: Content and Design, Digital Marketing, Event Management, PR and Media

The Brief

ICBC launched a Union Pay 12 Chinese Zodiac credit card, which aimed to attract Chinese users to use the card by showing confidence in being Chinese and spreading traditional Chinese culture to others at the same time. 

The CCG Way

CCG supported the running of ICBC’s social media campaign in various areas. To begin, CCG used UN Chinese Language Day as a starting point to attract Chinese netizens to browse the product. To cope with the theme “12 Chinese Zodiac”, traditional Chinese design elements were added, including the oracle character (Chinese traditional character), as well as red and gold colors (represents luck and fortune in Chinese culture). After doing market trend research, CCG further boosted the campaign by using Weibo, and invited well-known China KOLs to interact with netizens and further promote the product.