Overview
Overview
“4FINGERS TAKES BACK” was created as an engagement-focused campaign with zero media budget. The idea was to position 4FINGERS as a brand that speaks directly to cultural moments and brings joy in unexpected ways. Launched around the Chinese New Year period, the campaign connected with audiences through humor, timely relevance, and community rewards.
“4FINGERS TAKES BACK” was created as an engagement-focused campaign with zero media budget. The idea was to position 4FINGERS as a brand that speaks directly to cultural moments and brings joy in unexpected ways. Launched around the Chinese New Year period, the campaign connected with audiences through humor, timely relevance, and community rewards.
Challenge
Challenge
The campaign faced several challenges in capturing attention, driving engagement, and staying true to the brand’s distinct personality — all without relying on paid media.
The campaign faced several challenges in capturing attention, driving engagement, and staying true to the brand’s distinct personality — all without relying on paid media.
The campaign had to perform entirely on organic reach — no paid support.
The campaign had to perform entirely on organic reach — no paid support.
Needed to communicate that 4FINGERS isn’t just another fast-food chain but a brand with bold personality and local cultural flair.
Needed to communicate that 4FINGERS isn’t just another fast-food chain but a brand with bold personality and local cultural flair.
Had to feel authentic and relevant to CNY while standing out in a season full of promotions.
Had to feel authentic and relevant to CNY while standing out in a season full of promotions.
Service
Service
Content Pillar Strategy
Content Pillar Strategy
Campaign Concept & Copywriting
Campaign Concept & Copywriting
Social Media Contest Design
Social Media Contest Design
Cultural Insight Integration
Cultural Insight Integration
Community Engagement
Community Engagement
Approach
Approach
01.
Personality-Led Messaging – “Fortune Chickie” Series
ntroduced a custom fortune-cookie content series featuring bold, cheeky predictions wrapped in 4FINGERS’ humor.
01.
Personality-Led Messaging – “Fortune Chickie” Series
ntroduced a custom fortune-cookie content series featuring bold, cheeky predictions wrapped in 4FINGERS’ humor.
02.
Zero-Budget Virality – Organic Growth through Relevance
Created timely, culturally attuned content that resonated with the audience, leading to organic shares, tags, and entries.
02.
Zero-Budget Virality – Organic Growth through Relevance
Created timely, culturally attuned content that resonated with the audience, leading to organic shares, tags, and entries.
03.
Cultural Tie-In – Chinese New Year Moments
Leaned into CNY behaviors like gifting and social gathering to create highly relatable posts and prizes.
03.
Cultural Tie-In – Chinese New Year Moments
Leaned into CNY behaviors like gifting and social gathering to create highly relatable posts and prizes.
04.
Simple Contest Mechanics – Participation Made Easy
Encouraged entries with light-touch mechanics: spot content, DM receipts, and win — with no friction.
04.
Simple Contest Mechanics – Participation Made Easy
Encouraged entries with light-touch mechanics: spot content, DM receipts, and win — with no friction.
05.
Emotional Delivery – Real People, Real Prizes
Prizes were delivered to winners in-person, captured on Instastories, and packaged as festive hampers to enhance emotional connection.
05.
Emotional Delivery – Real People, Real Prizes
Prizes were delivered to winners in-person, captured on Instastories, and packaged as festive hampers to enhance emotional connection.
Result
Result
Despite having zero paid support, “4FINGERS TAKES BACK” proved that great content backed by cultural insight can outperform even budgeted campaigns. The brand saw over 400 organic contestants, strong community sentiment, and an elevated brand presence during a cluttered festive period.
Despite having zero paid support, “4FINGERS TAKES BACK” proved that great content backed by cultural insight can outperform even budgeted campaigns. The brand saw over 400 organic contestants, strong community sentiment, and an elevated brand presence during a cluttered festive period.
413
Contestants
413
Contestants
$0
Ad Spend
$0
