Challenge: Make noise around the launch of PMQ’s first artistic residency, Hong Kong on Steps, to capture the attention of HK and overseas tourists and position PMQ as a leading destination for art and culture.

Creative: With a content-first strategy, we created engaging videos to introduce Hong Kong on Steps artists and their works; sharing this across Google, YouTube, Twitter and Facebook.

Change: Over the 3-month campaign, we acquired 8,810 Twitter followers, drove 290,300 video views and generated  15.4 million interactions through social content.