Campaign Slogan: Celebrating Chinese New Year with Flavor

Vicinity Centres

Person cutting rolled omelette on a wooden cutting board with a knife, surrounded by small bowls of ingredients on a dark counter.

Project Description:

We created engaging recipe videos for Vicinity Centres to celebrate Chinese New Year. These videos showcased traditional recipes, bringing the festive spirit to their audience through delicious and culturally rich content. This project employed a user-generated content (UGC) approach, featuring Yok, a culinary storyteller and passionate home chef.

Woman in an orange apron holding a plate of spring rolls, standing in a kitchen with a blurred background.

The Problem

Vicinity Centres needed a way to engage their audience during Chinese New Year, celebrating cultural diversity and attracting visitors to their shopping centers. They required visually appealing content that resonated with the festive theme and encouraged social media sharing.

Person wrapping spring roll on cutting board with vegetables in a bowl nearby.

Variety of ingredients on a table, including noodles, raw pork, cabbage, mushrooms, sliced garlic, and seasonings.

Person using chopsticks to serve spring rolls on a plate with a red apron.

The Approach/Solution

To add authenticity and relatability to the content, we chose a UGC approach. We featured Yok, a culinary storyteller and passionate home chef, who hosted and cooked the recipes. This UGC strategy helped to create a genuine connection with the audience and highlighted the cultural significance of the dishes. We meticulously planned and executed high-quality video shoots, ensuring the videos were visually captivating with step-by-step instructions. In addition to videos, we captured stills used for recipe posts. The content was shared on Vicinity Centres' social channels and displayed on digital advertising screens in their shopping centers, ensuring broad reach and engagement.

Person holding a bowl of colorful rice balls

The Result

The recipe videos successfully engaged Vicinity Centres' audience, driving increased foot traffic to their shopping centers and enhancing their social media presence. The culturally rich content received positive feedback and high engagement rates, strengthening the connection between Vicinity Centres and their community.