Tiffany & Co. global ambassador Jackson Yee was nominated as Most Popular Actor at Weibo Movie Awards Ceremony 2021.
Co-hosted by Weibo Film and Weibo Entertainment, the annual Weibo Movie Awards Ceremony celebrates the talent and achievements of China’s film industry, quickly becoming one of the most popular and influential entertainment events in China.
But unlike previous ceremonies, this year’s focus is on the re-emergence of China’s vast film industry post-COVID-19. As a leading social platform in China, Weibo has played a crucial role in bridging audiences and the film industry. To embrace this rebound, the Weibo Movie Awards Ceremony began its social communications with a warm-up lap on May 20 (before the actual ceremony on June 12), also implementing a long-tail strategy to extend its marketing cycle through June 20. As a result, the Weibo hashtag #WeiboMovieAwardsCeremony accumulated over 5.5 billion viewers.
As the Weibo Movie Awards Ceremony’s exclusive luxury brand sponsor, Tiffany & Co. also gained substantial social exposure through this partnership via its social initiative. The campaign hashtags TiffanyPartnersWithWeiboMovie (蒂芙尼携手微博电影之夜) and #AtlasXCollection (时刻主宰X自带光环) had driven massive viewership (610 and 620 million views) as of June 20.
A common form of event sponsorship is to dress the featured celebrities in brand fashions. However, for the Weibo Movie Awards Ceremony partnership, Tiffany & Co. capitalized on celebrity power by generating organic engagement with online-to-offline strategies. Here, Jing Daily explores how the two parties reimagined this sponsorship and how their innovative crossover model ignited Tiffany’s impact in China. Continue to read the full article here