Intangible Cultural Heritage Carnival Art Exhibition: Account Operation
Location: Beijing, China
Challenge
Traditional promotion of ICH art exhibitions heavily relies on venue location, foot traffic, and historical reputation—resulting in a narrow reach and an aging audience. It is difficult to balance brand prestige with traffic conversion. This campaign needed to break through conventional models, maximize the value of offline experiences, enhance the brand's premium image, while rapidly growing the official account 「MADverse」 and driving efficient conversions. The goal was to create a closed loop between online communication and offline visits, overturn existing perception limitations, and establish a benchmark for ICH cultural breakout.
Solution
Dual-Account Synergy Strategy: Use a premium content account to shape brand tone and aesthetic sensibility, while a traffic-driving account focuses on conversions—achieving both brand elevation and marketing effectiveness.
Serialized Content Matrix: Launch the 「One-Day Exhibit」 series with strong contrast creative content to generate visual impact and buzz; develop the 「ICH Specialty Cocktail」 series with scenario-based Seeding-to-Conversion content, precisely tailored for short-video platforms to enhance memorability and appeal.
Precision KOL Circle Operation: Select local high-quality KOCs for in-depth store visits, producing authentic experiences to accurately reach local interest circles, boosting credibility and driving store visits.
Commercial Closed-Loop Construction: Launch customized dining packages, connecting the full chain from content Seeding-to-Conversion to package conversion and offline consumption, supporting long-term commercial operation of the account.
Marketing Results
Explosive Account Growth: During the campaign period, account views skyrocketed, achieving exponential growth breakthroughs.
Full-Coverage Communication: Successfully created 12 high-quality video assets, accumulating over 200,000 exposures across platforms, forming a long-term traffic pool that continuously brings natural exposure and store visits.
Offline Conversion Effectiveness: Precisely attracted users to visit and consume, sparking spontaneous Seeding-to-Conversion notes on Xiaohongshu and creating word-of-mouth fission.
Ready To Start
Let's build impact together, and growth for your business.
contact@orientsparcs.com
