BABA(US:BABA) Sou Hu Wang·2025-12-16 09:15Core Insights - The innovative brand marketing project "This is a Transfer" by Hong Kong International Airport and Youku Culture has won 20 domestic and international marketing awards, showcasing a successful high-end brand marketing strategy [1][2]. Group 1: Project Overview - "This is a Transfer" is recognized as a phenomenal case, receiving accolades from top domestic awards like the Golden Prize at the Jin Tong Awards and international honors such as the Gold Award at The Drum Awards Marketing APAC [2]. - The project transcends traditional marketing frameworks by creating a full-link value co-creation system centered on content and ecology, enhancing brand influence and consumer conversion [2]. Group 2: Content Strategy - The project employs a dual narrative strategy of "documentary + short drama," providing both depth and breadth in content [5]. - The documentary segment features real-life airport staff, conveying the brand's spirit of warmth, professionalism, and internationalization, while the short drama follows a young woman's growth story, resonating with the audience's experiences [5]. Group 3: Marketing Execution - The marketing team established a "content-communication-conversion" closed-loop marketing model, ensuring effective content visibility and conversion [7]. - A diverse content mix was created for different platforms, achieving over 400 million exposures and igniting a tourism surge through strategic online and offline campaigns [7][9]. Group 4: Brand Collaboration - The success of "This is a Transfer" marks a milestone in brand upgrading for Hong Kong International Airport and highlights Youku Culture's capabilities in high-end customization [12]. - Youku Culture has evolved from a content producer to a strategic partner for brands, effectively integrating storytelling and trust-building to drive growth [12]. Group 5: Future Implications - The 20 awards signify not an endpoint but a new beginning, transforming the airport into a place of emotional connection and opportunity [13]. - The project exemplifies that a transfer is not just a journey's midpoint but also a starting point for new opportunities [14].