• Business Objective

    Utilise celebrity singer/songwriter Leehom Wang to promote Berklee College of Music for MassVacation


  • Results
    • 7.9K+ total participants
    • 6.95M Hashtag reads
    • 8.9K+ discussion posts
    • 2.49M impressions
  • Our Approach

    We broke down our promotion into three separate campaigns to maximize the marketing power from a Chinese idol Leehom Wang. For our first campaign we asked fans to share their favourite song of his in return for concert tickets and VIP passes. Offering the same prize, we aimed for UGC by asking what fans would do with Leehom for a day in Massachusetts. Finally we offered a t-shirt signed by Leehom himself to five randomly selected fans who shared their favourite music taste. These campaigns proved the power of using a celebrity by promoting not only Berklee College of Music, but most importantly, leveraging his popularity to spread brand awareness to MassVacation.