Igniting 1 million social engagements with Gen Z creativity for Airwaves

Hong Kong's confectionery scene is a competitive battlefield. Airwaves, a key player in this market, knew how to win Gen Z they needed more than just a sugar rush – they needed a spark. This digitally native generation, constantly juggling school, work, and side hustles, finds inspiration and escape in the endless scroll of social media. But what if that scroll became a source of boredom instead of inspiration? That's where Airwaves stepped in. 

In October 2024, Airwaves launched a social-first campaign designed to bust phone boredom and reignite Gen Z's creative fire. Forget mindless scrolling – Airwaves became the antidote, a refreshing boost for both mind and mood. 

The campaign focused on three key pillars: triggering inspiration through social content, providing refreshment through social content, and amplifying the message through a high volume of endorsements. Crucially, our influencer strategy went beyond simple endorsements; we crafted diverse messaging for each influencer. At the heart of it all was our hero symbol: 𡁻破盲俠. This unique symbol visualises our campaign key message “𡁻破盲點” and became the embodiment of the Airwaves creative spark, weaving a consistent thread through all our social content.

A pre-campaign viral video ignited the initial buzz, capturing Gen Z's attention and setting the stage for the main event. With 𡁻破盲俠 leading the charge, we speak directly to Gen Z's interests and spark their conversation on social media.  

When it comes to main phase, our influencer collaborations were carefully curated, partnering with personalities who genuinely resonated with our target audience. 𡁻破盲俠 appeared at just the right moments  when they need the creative spark the most, in all of their content, subtly reinforcing Airwaves as the go-to for creative fuel and an ideal companion.   

To drive tangible results, we teamed up with a network of micro-influencers to promote Airwaves' sales promotions, ensuring our message translated into real-world impact. 

In just three weeks, we racked up over one million engagements and 1.5 million video views. More importantly, we successfully repositioned Airwaves in the minds of Hong Kong's Gen Z, not just as a confectionery, but as a source of creative inspiration. The success of the campaign definitely set a new way of speaking with Gen Z where we can continue that creative spark in 2025.   

This article is sponsored by Airwaves.