Online Video | Display Ads | Social Content | Social Media Strategy | In-app UI Design
“We want to encourage the public to celebrate in a more sustainable way that is better for the environment and encourage people to do so in a practical manner that can make changes.”
MISSION
To increase the number of listings at Carousell.
To recruit new sellers to sign up as members.
To activate existing members to list items.
STRATEGY
Leverage the Pre-CNY decluttering season to inspire/re-inspire people to list and sell on Carousell.
IDEA
Carousell Decluttering Festival.
Make the Pre-CNY decluttering activities a seasonal festive (e.g., SOGO Thankful Week).
Brand the promotion as a Carousell event.
Website & In-app UI Design
We give the Carousell website and mobile interface a facelift during the promotional period.
We even turn the in-app Listing Button into a Decluttering Button temporarily.
Online Promo Video
We produce two online videos (30-second & 60-second) featuring the famous DJ/social media celebrity Ah Jeng with her mom as a comedy duo to kickstart the promotion.
The premise highlights that Decluttering = Bringing Good Luck for the new year.
Our purpose is to encourage the public to celebrate the CNY sustainably.
IG Stories & Social Content
We produce a series of IG stories as a countdown to the decluttering day to continue the conversation.
Each IG story re-emphasizes the premise of Decluttering = Bringing Good Luck.
Also, we repurpose the same set of creative assets into various social content and online display ads.
Result
The campaign has recorded double-digit growth in new listings and new member registrations.
It has not only over-achieved the business goal but also encouraged the public to celebrate CNY in an environmentally friendly way.
Behind The Scenes Photos
