WELCOME
ABOUT
SERVICES
TEAM
CASE STUDIES
CONTACT
  • 14
  • 01
  • 02
  • 03
  • 04
  • 05
  • 06
  • 07
  • 08
  • 09
  • 10
  • 11
  • 12
  • 13
  • 14
  • 01

A Division of
Hylink Digital.
China's Largest
Digital Advertising
Agency.

With 2,300 EMPLOYEES and 18 OFFICES across the globe, it's our mission to help studios and production companies, sports properties: teams and leagues, and IP rights holders that seek to understand China's complex and rapidly evolving market. Our team, comprised of leading strategists and creative technologists, SPECIALIZES in the sports and entertainment sectors.

We are passionate about Effectively communicating your brand message to Chinese audiences and establishing the right marketing and digital mix to further your brand's leading position in the Chinese market. We deliver personalized, strategy-driven design, forward-thinking creative marketing, and visually rich solutions combined with cutting-edge technology and global production services.

Media Rights Negotiation

Content Development and Distribution

Sponsorship Packaging and Solicitation

Social Media Management and Strategy

Brand Identity & Brand Positioning Development

Promotion Strategy Development & Events Coordinating

Market Research (Quantitative & Qualitative)

Consumer Insights & Profiling

Media Planning, Strategy, and Buying

Pre-Market Entry Regulations and Permit Navigation

E-Commerce and Product Launch Management

Mobile App Development and Gamification

Licensed Merchandise and Product Extension

Humphrey Ho

Humphrey Ho

As current Managing Partner of Hylink USA, Humphrey Ho is focused on building the first global advertising agency that natively understands the Chinese digital landscape and the burgeoning group of Chinese companies seeking to go abroad.

Having spent 7 years in Shanghai as Wieden+Kennedy’s Business Director and as Leagas Delaney’s Business Operations Director, Humphrey has experience serving clients across the automotive, agriculture, FMCG, tech, and travel sectors. Humphrey is also a former "Xoogler," previously serving as Strategic Partnerships Leader at Google China before founding Hylink USA.

Since receiving the ‘Top 30 under 30’ award in 2009, Humphrey has lectured on an array of China-related topics for business schools across the globe. Humphrey earned his Masters of Business Administration from Ryerson University, and his H.BSc in Neuroscience from the University of Toronto.

Managing Partner

Megan Hughes

Megan Hughes

Megan Hughes is the Account Executive at Hylink S&E, working closely with the larger team to identify strategic opportunities within the China market for global sports leagues and entertainment studios. In addition to generating comprehensive marketing proposals for potential and existing clients, Megan manages Hylink’s relationships with external organizations and agency networks. Having lived abroad in both London and Beijing, she adds yet another global perspective to Hylink’s international team.

Megan began her career at Asia Society as a member of its business development department, helping to manage the organization’s vast membership base and increasing its revenue through marketing and branding for special events. Megan graduated magna cum laude from the University of California, Santa Barbara.

Account Executive

NBA China &
Tencent Video

Background

Tencent looked to Hylink to maximize value for its advertisers of NBA Broadcasts in China while having limited available assets and timezone constraints.

Challenge

In an effort to create value on Tencent’s NBA platform, Hylink needed to create additional media assets for sponsors and advertisers.

Insight

As the largest media-buyer on the platform, Hylink utilized its first-look position with Tencent and its analytic data to identify media assets with the highest brand recall rates.

Strategy

On behalf of Hylink’s clients such as Mercedes-Benz, Tsingtao, and Li Ning, Hylink created key assets on broadcasts and packaged tiered sponsorship proposals with Tencent. These media packages included shoulder programming, in-game digital signage, and promotion-heavy media inventory across Tencent’s network including gaming, e-sports, and social media.

Results

NBA broadcasts averaged over 20 million viewers per broadcast Secured Mercedes Benz as title sponsor of the broadcasts as well as additional partners including BYD, Clear, and others received over 13 billion total views per season.

Li Ning ARC
4TH Generation
Running Shoe

Background

In preparation of launching the 4th edition of Li Ning’s Arc shoe, the apparel brand was looking for ways of bringing athletics into the digital social sphere.

Challenge

Hylink was tasked to deliver an ownable digital asset for Li Ning to communicate with its growing but fragmented young athletic market.

Insight

Hylink’s research and analytics group identified a common trait among Li Ning’s target audience: the rapidly growing mobile game market.

Strategy

Hylink created a virtual running game for the 4th generation of the Arc shoe. Li Ning utilized Chinese celebrities, athletes, and KOLs to compete against potential consumers and one another in a localized mobile game. Fans were prompted to play the Li Ning Running Game utilizing social media followings of local Chinese celebrities. Once in the game, fans were prompted with a deliverable QR code for the 4th generation Arc shoe.

Results

  • 1 million game participants
  • 4 million Ad clicks across all media platforms
  • Creative ad video attracted nearly 100 million impressions and 10 million shares on the first day of the release

Oppo:
iQiyi and “Spectre”
Mobile Game

Background

OPPO Electronics Corp. is an electronics manufacturer based in Guangdong, China. Known for its smartphones, the company also makes MP3 players, portable media players, LCD-TVs, and DVD/Blu-ray players.

Challenges

OPPO needed a large scale campaign which allowed for ownable sponsorship integration. Hylink and OPPO crafted a series of custom content creation and mobile games surrounding key entertainment franchises.

Insight

Hylink worked with Baidu’s iQiyi video network to identify programming in development for OPPO to have customized sponsorship assets at the embryonic stage of the show’s development. Hylink used this model to create product integration opportunities with endemic entertainment and technology properties. Additionally, Hylink’s branded content team and SEO/SEM group identified joined media assets to link “OPPO” keyword searches with branded content on iQiyi to drive sales.

Strategy

OPPO and Hylink worked with iQiyi to integrate OPPO phones into the singing contest show 偶滴歌神啊 (Oh My Song!) OPPO also collaborated with Didi whereby customers could win a free Didi riding coupon by participating in OPPO’s gaming activities. Hylink and OPPO worked with movie ticketing giants MTime and Gewara to create an online interactive game based on the plot of the James Bond film “Spectre”

Results

  • OPPO R7 ranked #1 in sales in China’s cellphone market in 2015.
  • The campaign reached 7 billions users in China through the brand slogan: “5-minute charging, 2-hour call”
  • Over 8 million people participated in the interactive 007 “Spectre” game
  • The branded iQiyi micro movie achieved a total of 90 million viewers.

Lady Bees:
Content
Development

Background

Korean media conglomerate CJ E&M group partnered with pop stars Nicholas Tse and Wu Qilong to identify the best female pop stars in China.

Challenge

Hylink was tasked with co-developing the show to source sponsors and identify digital distribution channels.

Insight

Hylink worked with Zhejiang Satellite TV to craft media assets and a heavy promotion schedule with corporate sponsors. Hylink also secured digital distribution on platforms such as iQiyi, Tencent, Youku, and Sohu.

Strategy

Hylink produced one of the most popular shows among millennials in Lady Bees similar to The Voice for all female singers.

Result

Lady Bees was one of the most popular competition reality shows in China, averaging over 40 million views per episode.

Glee:
Content
Distribution

Background

China had a vacancy in the high school drama/comedy space. Hylink identified a new genre for clients to launch media campaign from and reach a young and affluent market.

Challenge

Hylink needed to work with a number of distributors to identify the right young adult program that resonated with an elusive audience.

Insight

Hylink was able to establish a promotional SEO-SEM campaign with Baidu to drive audiences to the view the show online as well as Zhejiang Satellite TV.

Strategy

欢乐合唱团 (Glee!) was promoted throughout Baidu’s advertising platform to drive viewership to Zhejiang Satellite TV.

Result

The show was one of the highest rated programs of the year and received over 717,000,000 total views.

One Piece “Gold”:
Film
Distribution

Background

The popular manga series One Piece will be coming to theaters this winter as part of their next adventure-packed saga. Millions of Chinese animation fans await the release and are thrilled to see the animation series come to life. Following Boruto-Naruto The Movie, Hylink proudly invested in bringing the popular Japanese series to the big screens. One Piece Film: Gold followed Luffy and the Straw Hat Pirates as they embark on an action-filled journey toward justice and righteousness.

Challenge

Despite its popularity, access to anime films has been limited.

Insight

In China, media agencies serve as one of the three pillars of censorship and Hylink is uniquely positioned to import a limited number of foreign feature films a year.

Strategy

Hylink invested in and co-distributed the #1 Japanese anime film in China’s box office history, One Piece Gold.

Result

Grossed over $15 million USD at the box office, making it the highest grossing anime film ever in China.

Go To Love:
Content
Development

Background

Spurred by Hylink client Jahwa’s Herborist skin care line, Hylink was tasked with developing an ownable entertainment property.

Challenge

Average Rating (TV performance): 0.32

Insight

Hylink’s research and analytics group identified a surge in select household products correlated with a growing celebrity faction of young-married stars.

Strategy

In partnership with Herborist, Hylink created a competitive reality show that matched young celebrity couples competing against one another on a series of weekly challenges. Hylink’s clients were given first position brand integration opportunities and media campaigns in the show. As Hylink was a co-producer and underwriter of the show, we controlled the media marketplace.

Result

  • One of the top digital series in China with over 140,000,000 total views
  • Most popular premiere episode with 79,410,000 total views

Himalaya:
Ladder to
Paradise

Background

Hylink’s Authrule co-produced a five-episode documentary series following the box office success of the original documentary film, Himalaya: Ladder to Paradise.

Challenge

Hylink was tasked with extending the film beyond the theatrical release and creating a digital series creating a sponsorable platform for Fiat Chrysler’s Jeep brand.

Insight

Jeep was uniquely positioned to promote it’s Cherokee SUV line among a potential customer-base which research had shown gravitated toward docu-drama genres on video platforms.

Strategy

The five-episode, Chinese television documentary, Himalaya: Ladder to Paradise, co-produced by Hylink’s film arm Authrule Digital Media, Qianying Media and Beijing Zizaifeixiang was released on Zhejiang TV and Youku in 2015.

Result

The original, documentary film Himalaya: Ladder to Paradise, was the highest-performing Chinese non-commercial documentary at the box office. The film received multiple honors, including “Best Cinematography” at the China Academy Awards of Documentary Film and was rated by People’s Daily as one of the best films of 2015. The film was not only revered at the box office, but was also highly recommended by industry leaders, such as China’s Vanke founder Shi Wang, actor Kun Chen, film director Changwei Gu, musician Dun Tan, and real estate developer, Nubo Huang.

SFTA
Napa Valley
Live Streaming

Background

Hylink held two live streaming events in Napa Valley on January 17, 2018. The first was held at the Acumen Wine Gallery to promote its Laces & Limos Tuk Tuk ride and wine tasting experience and the second was held at Charlie Palmer Steak to promote its exclusive dining experience.

Challenge

Drive traffic to Yizhibo and encourage viewership prior to and following the live streaming event.

Insight

Despite the time zone difference, Chinese travelers tend to research their trips about 90 days in advance of travel. This livestream campaign focused on targeting spring travelers looking to visit San Francisco. Wine and food are some of the highest Baidu indexing categories among Chinese travelers looking to come to San Francisco and the surrounding Northern California area.

Strategy

Hylink used a combination of custom key visual ads on Weibo and social posts promoting the livestream and encouraging potential travelers to watch the livestream.

Result

The two live streaming events attracted over 184,000 views on Yizhibo and achieved a 300% increase in Weibo fans during and shortly after the live streamings.

BrandUSA
National Parks
Adventure

Background

National Parks Adventure is a short documentary made to give potential Chinese travelers to the US, a guide to US national parks. It offers not only a sweeping overview of the national parks' history, but is equal parts adrenaline-pumping odyssey and soulful reflection on what the wilderness means to us all.

Challenge

Hylink was tasked with launching a quickstrike campaign surrounding the one-week window where the film was streamed on Youku in China in late June 2017.

Insight

Brand USA was able to provide sponsorship opportunities and media resources to many of its tourism partners in the United States, enabling them to have ownership positions across digital platforms in China such as Youku (Youtube of China).

Strategy

Hylink used a combination of paid video feed ads, fan headline ads, and KOL posts on both Toutiao and Weibo platforms to optimize media buy and effectively reach our target audience.

Result

  • Video views: 54,000,500 outpacing the projected media guarantee on Youku
  • Impressions: 105,166,000
  • Clicks: 1,500,225
Watch the video

Operation Moscow:
Content
Development

Background

Hylink invested and produced Operation Moscow, a show that is set in the early 90’s in Russia, a real historical story of Chinese policemen captured criminals in Moscow after the train robbery on Beijing-Ulan Bator-Moscow Express. Hylink sharply identified the potential and values of the show.

Challenge

In order to deviate from the traditional model, Tencent and Hylink needed to release the show in a format that would maximize brand integration without diluting the content.

Insight

Hylink worked directly with Tencent to develop advertising and sponsorship opportunities for its clients. Operation Moscow took a unique approach by distributing two (2) new episodes each night.

Strategy

The show delivered an appealing story and cinematographic production quality. It was presented on primetime on TV and online video platforms to cater to varying demographics. Multiple ad placements included direct on-screen product placement, brand sponsored events, and acknowledgements. Ads also advocated brand values and displayed usage scenarios or functional benefits of certain products.

Result

Generated more than 50 brand collaborations spanning over 10 categories.

SFTA X
Golden State
Warriors
China Mission

Background

The Golden State Warriors played in the NBA Global Games on October 5th in Shenzhen and October 8th in Shanghai. In partnership with the Warriors, San Francisco Travel leveraged this opportunity to increase awareness and promote San Francisco as one of the most compelling travel destinations.

Challenge

Leverage the high exposure, impact and interest of the NBA Global Games to kick-off SFTA promotional campaigns and increase interest in traveling to San Francisco and Northern California.

Insight

SFTA needed a cost-effective point of entry to aligning with the Golden State Warriors and drive awareness of San Francisco among potential Chinese travelers.

Strategy

Hylink and SFTA negotiated a partnership with the Golden State Warriors and the NBA to livestream from the game throughout China. Hylink utilized live streaming app Yizhibo to drive traffic to SFTA’s Weibo account.

Result

  • 5.8MM Impressions
  • 31,000+ Clicks
  • 1,300+ New Followers Added
  • 15.8% Follower Growth

Buick and Chanel:
Brand
Collaboration

Background

Hylink’s Digital Fashion Grand Ceremony was established in 2015 to recognize the best in digital fashion and luxury marketing. Armani, Calvin Klein, Cartier, Chanel, Longines, Mamonde, Prada, and Chow Tai Fook took home awards in 2015 due to their outstanding performances in the digital field the year before.

Challenge

Hylink and Buick created a brand collaboration with Chanel’s Karl Lagerfeld to design custom Buick GL8’s to help provide computers and technical equipment for underprivileged students.

Insight

Beginning as a gala with a commercial opportunity, the awards event has since evolved to include a charity component in 2016. The charity auction raised a total of 15 million USD, with all funds and product donated to the Hylink Foundation, a public welfare foundation established to provide financial support for arts education in underserved areas.

Strategy

The 2016 “Digital Fashion Grand Ceremony” was co-hosted by Hylink and Baidu, with a number of fashion icons and celebrities in attendance, including Chanel’s head designer and creative director, Karl Lagerfeld, VP of Dior China, Luxy Xu, actress, Jialing Liu, and supermodel, Sui He.

Result

  • Buick sold all 10,000 custom Karl Lagerfeld designed Buicks in one night
  • Raised over $15 Million USD for Chinese public schools to receive computers and tech-upgrades

MengNiu:
Lionel Messi
Media Activation

Background

On February 24, 2018, MengNiu announced Argentine soccer star Lionel Messi as its latest global brand ambassador. The dairy brand followed this announcement with a timely strategy to spread news of the partnership.

Challenge

Construct an effective and sound media plan to inform consumers of the partnership with Messi.

Insight

Celebrity social media accounts generate a more active fan base and higher engagement rate compared with brand social accounts. MengNiu leveraged this endorsement deal to drive awareness and impressions on their social accounts in China

Strategy

  • Maximize brand media exposure on high-profile, mainstream media platforms (news, social, comprehensive sites, etc.) to strengthen consumers’ impressions about the partnership.
  • Capitalize on premium paid sources: open screen ads, feed ads, etc.
  • Create buzz-worthy content among fan-base for secondary transmission.

Result

The campaign has exceeded ad performance goals with 212mm+ impressions, 1mm+ clicks in total and an average 0.54% Click-Through Rate (CTR) nearly 27x higher than industry averages. Among all three media platforms, Sina Weibo doubled the estimated KPI, NetEase had the best cost control with cost per clicks at less than 1 RMB, and Toutiao reached the highest CTR (close to 1%).