Drive awareness and affinity with Chinese consumers during one of the busiest periods in the Chinese calendar, Lunar New Year, with consumers based both in and out of China

Leverage a key symbol of the festival: the red packet is a symbol of good luck and prosperity for the year ahead

Echo the offline gifting experience and spread brand awareness through eye-catching creativity

Devised a digital red packet that could both 1) offer an engaging virtual gifting experience and 2) promote jELLYCAT’s most iconic toys

Hylink’s design team illustrated the most popular jELLYCAT toys in the China market onto the digital red packets and animated a video that was featured across jELLYCAT’s Chinese social accounts

Following the success of the CNY WeChat Red Packet campaign, jELLYCAT aimed to continue expanding its social presence and maintaining brand prominence. The goal was to leverage the popularity of sending greetings and well wishes via stickers on Chinese social platforms.

jELLYCAT launched a sticker series for Chinese New Year 2019, featuring popular characters like Teletubbies on Sogou. The characters considered most suitable for the set of 16 stickers were:

Peanut Penguin

Bashful Petal Bunny

Vivacious Vegetable Aubergine

Amuseable Avocado

Using the example of Amuseable Avocado, the design style approach for the stickers was the following:

1) Audiences expressed excitement about jELLYCAT’s first sticker series and expressed a high interest in seeing more stickers with different characters.

2) Based on audience feedback, characters like:

Bartholomew Bear

Fuddlewuddle Lion

Fuddlewuddle Dragon

were suggested for the next sticker series launch.

3) Audiences were directed to download the stickers in the comment section by searching relevant keywords in the WeChat sticker store.

4) A WeChat sticker launch video was created to promote the sticker series.