Objective

To refresh Crystal Jade’s social media presence by appealing to Millennials, emphasising cultural heritage through modern dining experiences. The goal was to connect tradition with contemporary lifestyles while increasing brand visibility across multiple platforms, including SEM, Google GDN, and video campaigns.

Insight

Millennials seek dining experiences that balance cultural authenticity with modernity. They value shared family moments, conscious consumption, and meaningful brand stories. These principles align well with Crystal Jade’s mission to spread Chinese cuisine while embracing a modern twist.

Campaign Strategy and Creative Solution

Traditions connect generations, weaving stories that shape our lives. At Crystal Jade, we honor this heritage by blending timeless flavors with modern culinary expressions, crafting experiences that deepen bonds and enrich memories. We embrace the past while looking to the future, celebrating occasions and shared connections through our cuisine.

Our visual identity and content strategy reflect a streamlined, food-focused aesthetic, simplifying visuals and incorporating human elements to enhance authenticity and relatability. Unique color-coded themes, tailored to each outlet, strengthen brand identity and boost visual recall, while bilingual English and Chinese content engages a diverse, multicultural audience. To expand our reach, we launched on Xiaohongshu 小红书, targeting Chinese-influenced local and tourist markets with discoverable content that highlights key menu items and dining experiences.

As part of our latest campaign, we introduced Xiao Long, an “intern” (龙的传人), to present Crystal Jade in a fresh, engaging way. Xiao Long’s trend-aligned content showcased the craftsmanship behind our cuisine, boosting engagement and connecting with contemporary audiences. This character-driven approach enhanced brand relatability and delivered impactful, memorable promotional content, solidifying Crystal Jade’s position as a modern culinary brand rooted in tradition.

Outcome

• Enhanced Social Media Engagement
  High user interactions across Instagram, Facebook, and Xiaohongshu increased brand awareness.
  
• Expanded Reach and Resonance
  Personalized bilingual content connected with Millennials, deepening Crystal Jade’s brand resonance.
• Stronger Brand Identity
  Integrating heritage with modern dining, Crystal Jade is positioned as a timeless culinary destination where “This Never Gets Old.”