Cross-Platform Marketing: Paid Media & Influencer Campaigns for Hong Kong FinTech Week

The Brief

Following our successful work on premier finance events like Consensus, we are proud to have been trusted by Hong Kong FinTech Week to manage their Mainland China influencer management and global paid media strategy. Our paid media scope includes comprehensive campaign management across Google, Meta, LinkedIn, WeChat, RED, as well as Baidu.

The event’s 10th anniversary, in collaboration with the Startmeup Festival, is undoubtedly set to be a landmark occasion. With a projected attendance of over 37,000 executives, 800 leading speakers, and 700 exhibitors, our strategies for both paid media and influencer relations are designed to ensure this milestone event continues its legacy of impact and evolves into an even bigger, more dynamic event in 2025.

The Objective

Conduct cross-platform marketing on Western and Chinese media in order to increase event visibility and drive attendance among tech and finance professionals.

The Solution

Key Communication Pillars

The content and messaging of our cross-platform marketing will be built around four core pillars specifically:

• How to attend: All essential details for attending the event.
• Why you should be there: Highlighting event agendas, key speakers, and unique opportunities.
• What’s special about this edition: Emphasising the significance of the 10th anniversary and the strong presence of tech-focused content.
• Who we are: Sharing the brand story of Hong Kong FinTech Week.

Integrated Social Media & Influencer Marketing

We will manage our campaigns across WeChat and Xiaohongshu with a single, integrated roadmap. Our strategy will include three main components, which are equally important:

• Community Management: Engaging with and building Hong Kong FinTech Week online community.
• Content Management: Creating and distributing compelling content.
• Channel Management: Optimising their presence on each platform.

Content will be designed in two tiers: localised content tailored specifically for the target audience and global content repurposed from broader campaigns.

Target Audience & Messaging

Our primary audience for our cross-platform marketing consists of professionals and enthusiasts in the tech (i.e., Fintech (Web 3.0, Blockchain), AI, entrepreneurs, investors) and finance (i.e., Fintech (digital payments) and traditional fiance innovators (banking)) sectors. The core message of Hong Kong FinTech Week is to highlight the networking and investment opportunities available by connecting with key decision-makers, industry leaders, and founders.

Attendees will find value according to their specific needs:

• Corporates & Solution Providers: Meet decision-makers and secure deals.
• Entrepreneurs & Industry Leaders: Gain insights and connect with opportunities.
• Startups: Find a pathway to scale up and achieve global growth.
• Event Organizers & Ecosystem Leaders: Increase visibility among over 100+ side events.

Xiaohongshu (Rednote) Boosting Strategy

Our strategy on Xiaohongshu will be the following:

Impressions & Views

• Goal: Drive views and expand brand awareness.
• Method: Launch “Views” campaigns with a “click” goal. We will therefore use relevant hashtags to reach the core tech and fintech community in Hong Kong, monitoring click-through rates (CTR) to identify and amplify top-performing content.

Engagement & Follower Acquisition

• Goal: Increase engagement and acquire new followers.
• Method: Launch an “engagement” campaign targeting users who clicked on the initial “Views” campaign posts. This will help us penetrate the community more deeply. In fact, this phase is critical for increasing Hong Kong Fintech Week’s official account weight, pushing the content to a larger audience.

Conversion & Content Creation

• Goal: Facilitate conversions by providing direct, real-time support.
• Method: Boosting enables the official account’s direct message function. We will actively monitor and respond to one-on-one chat requests, providing instant guidance on things like ticket booking and general inquiries.