• BUSINESS OBJECTIVE:

    Use CNY to emphasize the cultural diversity of MoMA and NYC while generating engagement through our NYCGo account.

     

  • Results
    • 1K+ engagement
    • 820 contest entries
    • 482K hashtag reads
    • 1.1K discussion posts
  • Our Approach

    The Chinese have an extraordinary interest in art and design, leaving MoMA as a perfect focal point for our campaign. Promoting one of NYC’s key partners, MoMA, and leveraging the overall Chinese interest in museums was based on their 218 percent increase in Chinese visitors to the MoMA store over the last five years. We created a unique hashtag #新年纽约有礼# (#NewYearGiftFromNYC#) to celebrate the CNY spirit of giving and gave five lucky participants an opportunity to choose a item of their choice from the MoMA design store. This gave our followers a chance to shop at MoMA through the NYCGo account and most importantly produce brand awareness to the MoMA store/brand in NYC.