APAC CNY Campaign
Overview
Led design for the APAC New Year Campaign, creating consistent visuals and messaging aligned with Decathlon’s global strategies. Collaborated with country designers to address local needs and foster long-term communication and collaboration.
Role
Project Initiate, Concept Lead, Graphic Design
Company
Decathlon
Duration
3 months
Purpose
As One brand, deliver a common visual & message, coherent with Decathlon’s global mkt & design directions/strategies that will make Asian customers feel Decathlon’s Wonders of Sport.
Concept
The Lunar New Year embodies family, reunion, and creating new memories. The campaign highlights hero archetypes within a family, overcoming challenges and cherishing the warmth of unity. Driven by “LOVE,” it celebrates new memories as inspiration for future adventures.
Process & Impact
Stage 1. Campaign Strategy & Research
Consolidated campaign goals across APAC countries by aligning Decathlon's global strategies with local needs, ensuring consistency while catering to regional differences. Developed the project timeline and key deliverables, ensuring on-time execution.
Stage 2. Cross-Country Collaboration & Concept Development
Initiated and led cross-country brainstorming sessions, bringing together diverse teams to generate creative ideas. Analyzed market trends and competitors to shape a unique concept for the 2024 CNY campaign, fostering cohesive collaboration across borders and establishing a unified APAC vision.
Stage 3. Content Creation & Execution
Directed photo shooting and worked closely with the motion designer to incorporate the "Year of the Dragon" theme into visuals. Ensured all content aligned with Decathlon’s brand identity while reflecting regional preferences and cultural nuances.
Key Results for Taiwan
Increased GDN CTR by 1.36%, driving higher ad engagement.
Boosted YoY Active Member Rate by +10.25%, fostering brand loyalty.
Improved EDM Conversion Rate by 2.86%, demonstrating stronger campaign effectiveness.
Graphic Mood
Calligraphy text
The calligraphy element is an essential and a key identifier of CNY.
Dragon
We want to make the dragon visible in a creative and dynamic way, highlighting its movements and versatility.Grid system Overlay layout
Inspired by United's recent design directions, the approach balances elements from previous designs with current trends, resulting in a unique and visually appealing outcome.
