Gong xi fa cai! Last Saturday (January 28th), we’ve officially entered the year of rooster, according to the lunar calendar. Some companies and brands used this occasion to launch a special campaign on social media. The result is quite amazing! Our radar captured 2,431 total engagements from 2,938 posts on social media. Maybe this has something to do with the fact that the lunar new year is a national public holiday, so people had some spare time to participate.
There were at least six social media campaigns captured by Sonar. The #HokiSeru campaign by @CekAja successfully became the most tweeted hashtag or topic in 63%. Basically, @CekAja asked people to upload photos with #HokiSeru as its theme. Five lucky people would receive IDR 1 million each from @CekAja.
Interestingly enough it was the post by Bank Mandiri that generated most engagement by 60%, apart from the fact that #imlekmandiri campaign by Mandiri was only tweeted 20% during the lunar year. Bank Mandiri also held the predicate of the top influencer by viral reach by 937,012, followed by TissueYaTessa (683,166), CekAja (409,507), PejuangKuis (242,719), and bukalapak (207,922). So, these are by far the most effective campaigns in the year of the rooster which can be a great benchmark for other brands to make the most of this particular momentum. To find out more about most effective campaigns in lunar new year, please take a look at our infographic below!