Sina Weibo to launch large-scale advertising campaign in Hong Kong

Launched by Sina Corporation in August 2009, Sina Weibo boasts over 200 million users, of which over one million are based in Hong Kong. The most popular microblogging platform in China, with 75 million messages posted every day, now aims to extend its Hong Kong user base to two million by the end of the year.

Partnering with Ogilvy & Mather, Sina Weibo will be advertising extensively for the first time in the territory. A 360-degree campaign will hit the streets from 30 September with a series of above-the-line PR and social media activities. The creative agency is keeping mum about the details until the launch of the first phase, but revealed outdoor advertising to targeted events to media relations to influencer engagement would be involved. Mindshare is Sina's media agency.

Salina Ghafur, head of marketing at Sina Hong Kong, said, “I think what we have planned will really connect with Hong Kongers. We want them to embrace Weibo".

In April, the Chinese company deactivated its old domain name t.sina.com.cn and redirected users to the new unified URL weibo.com, which is expected to be promoted in the campaign. 

Sina already offers various online tools and fee-based services, including news, games, online dating, SMS, email and search in traditional Chinese for Hong Kong users.

Currently Sina Weibo has another advertising partnership in place with New Digital Noise’s exclusive McDonald’s digital channel. Daily streams of selected microblogs are being screened across Hong Kong in 87 McDonald’s restaurants on 136 LCD screens, presented via 30-second TVCs at four insertions per hour.