In celebration of Chinese New Year 2020, TUMI collaborated with the renowned Los Angeles-based illustrator, Victo Ngai, to create a unique and engaging campaign.

To raise awareness among the target audience, we launched the campaign with a post on TUMI’s official WeChat account. This post aimed to capture the attention of the audience and encourage them to actively participate in the campaign. One of the key features of the campaign was the opportunity for users to screenshot the new year prophecy for good luck, creating a sense of excitement and anticipation.

In addition, we introduced a customized red packet featuring Victo Ngai’s illustration. This red packet allowed users to send greetings and blessings to their loved ones during the holiday season, adding a personal touch to the campaign and fostering a sense of connection and celebration.

By combining the elements of the new year prophecy screenshot and the customized red packet, we created an interactive and culturally relevant experience that resonated with the audience. This campaign not only raised awareness of TUMI’s brand during the festive period but also enriched the holiday celebrations for users by providing them with a unique and meaningful way to connect with their loved ones.

Through our collaboration with Victo Ngai and the utilization of WeChat’s platform, we successfully engaged the audience and provided them with an interactive and culturally significant experience. This campaign enhanced TUMI’s brand presence and fostered a sense of goodwill and celebration during the Chinese New Year.