Earlier this year, Haidilao announced an exciting collaboration with the renowned franchise Kung Fu Panda 4, perfectly aligning with the festive spirit of the Lunar New Year. This global campaign was launched in 12 countries in over 100 outlets.

 

In response to this partnership, Mashwire was enlisted to address the brand's challenges. Our primary objective was to enhance Haidilao's brand value and elevate the overall brand experience for consumers. Additionally, we also aimed to drive traffic to Haidilao's outlets.

 

Several challenges emerged for this campaign. Initially, we brainstormed ways to seamlessly integrate Haidilao and Kung Fu Panda 4. Recognizing the approach of Lunar New Year, we seized the opportunity to launch the campaign. 

 

Lunar New Year, a cherished occasion among Singaporeans and other celebrants worldwide, traditionally involves gathering with loved ones to enjoy hotpot—a specialty of Haidilao. Moreover, the character Po from the Kung Fu Panda franchise, known as the Dragon Warrior, resonates with the 2024 Lunar New Year, designated as the Year of the Dragon.

 

Having successfully united Haidilao and Kung Fu Panda 4, we faced another hurdle: maintaining and enhancing the consumer experience—a hallmark of Haidilao's brand identity.

To address this, Mashwire crafted a Key Visual featuring Po performing the Dragon Dance—a symbol of prosperity and fortune during Chinese New Year celebrations. The header, 龙年Hi起, 祥龙献瑞, roughly translates to "Celebrate the Year of the Dragon with Haidilao," and the idiom "祥龙献瑞" conveys prosperity, peace, and contentment, evoking good luck and happiness.

 

From this Key Visual, we developed a series of in-store retail visual merchandising materials, including Tent Cards, Pull Up Banners, Wall Banners, Hanging Banners, On Ground Standee for Kung Fu Panda 4 Merchandise, Table Top Stickers, and more.

Recognizing the potential congestion at malls and outlets during the festive season, we introduced a Photo Op for customers to enjoy while awaiting their turn. Additionally, we curated engagement activities, such as Po-themed coloring sheets for children (of course, adults can participate too!), and arranged meet-and-greet sessions with Po, further enriching the dining experience at Haidilao.

 

These in-store initiatives heightened the overall brand experience, immersing consumers in the Year of the Dragon alongside Haidilao and Kung Fu Panda 4.

To maximize campaign awareness, we crafted social media posts showcasing the collaboration, new merchandise, and festive dishes. We also devised “challenges” contests to encourage engagement in-store, amplifying their impact on social media platforms.

 

Following the creation of visuals, we compiled a Retail Handbook for standardized communication across APAC countries, ensuring consistency in messaging and execution. This handbook, detailing specifications for in-store assets and social media posting schedules, underwent adaptation and localization for countries including Singapore, Malaysia, Vietnam, Thailand, Indonesia, and Australia.

Additionally, we also crafted Media Kits and collaborated with Key Opinion Leaders (KOLs) to broaden the campaign's reach. These kits included Kung Fu Panda 4 merchandise and invitations to dine at Haidilao, with the chance to participate in a lucky draw.

Due to IP challenges, certain countries were unable to feature Kung Fu Panda 4 in the campaign. Instead, we pivoted to Haidilao's mascot, Xiao Hai, seamlessly integrating him into the existing assets.

To further enhance consumer engagement, we developed an AR Filter game for Instagram featuring Xiao Hai enjoying hotpot, which engaged users for an average of 30 seconds. Users tapped on floating ingredients—the exclusive Lunar New Year dishes—to score points and unlock mystery gifts for achieving a certain score, tailored to each country's parameters. 

 

This adapted campaign with Xiao Hai successfully launched in the UK, US, Canada, Korea, Japan, and Dubai, amplifying the consumer experience and bolstering Haidilao's presence across diverse markets.

 

The campaign generated significant buzz across a spectrum of media platforms, captivating attention and fostering heightened anticipation among consumers. The exclusive collaboration sparked widespread enthusiasm, resonating deeply with audiences eager to experience this unique partnership firsthand.

 

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