#WowMacao GIPHY Campaign Launch

The Macao Government Tourism Office engaged MMGY Global to develop and execute a series of Instagram Story stickers through GIPHY designed to drive online engagement of the brand while travel into the destination was restricted.

Macao Government Tourism Office

Situation

Macao has a rich history of both Chinese and Portuguese influence and this blending of culture is apparent in Macao’s culture, architecture, and culinary offerings. Originating in the 16th Century when Macao was first leased to Portugal as a trading post, Macanese food is recognized by UNESCO as the world’s first fusion food. As well as being one of the best places around to sample signature Macanese, Portuguese and Chinese dishes, local foodies have long known that Macao is a great destination for fine dining at a (relative) bargain. In addition, Michelin unveiled its full selection for the Michelin Guide Hong Kong Macao 2020, awarding a total of 20 restaurants in Macao Michelin stars. However, during the COVID-19 pandemic, the City of Gastronomy faced challenges keeping their United State’s based social media audience engaged given that the global health crisis halted inbound travel to China.

Action

The Macao Government Tourism Office engaged MMGY Global to develop and execute a series of Instagram Story stickers through GIPHY designed to drive online engagement of the brand while travel into the destination was restricted. Each sticker represented one or more of Macao’s key content pillars — history, culture and gastronomy, in addition to some of the UNESCO World Heritage sites that make up the region. To promote the use of these Instagram Story stickers, MMGY created promotional video assets that were shared across all of Macao’s social media channels, in addition to a variety of video assets that were promoted by the brand Lonely Planet. These promotions ran for one month in December of 2020.

Results

The month-long campaign far exceeded expectations in key metrics including total Instagram Story sticker views. This was the first time Macao Government Tourism Office had launched such an innovative campaign, and results proved that there is a strong market for such assets that can be experienced virtually anywhere.

  • 1.5M+ Impressions
  • 450K+ Engagements
  • 441K+ Video Views