Social media retainer
Swire Coca-Cola's Hong Kong eShop needed a consistent stream of promotional social content to drive app downloads, monthly purchases and seasonal campaign engagement — all within one of the world's most tightly governed brand identities. The challenge was keeping content feeling fresh and locally relevant month after month without straying from global brand guidelines.
The approach
Produced monthly static social content across promotional campaigns, seasonal moments and product features, adapting layout, copy tone and product focus for each brief.
Wrote Cantonese copy with a colloquial, culturally specific voice — using local slang and everyday social scenarios to make promotional posts feel closer to how the audience actually speaks rather than standard advertising copy.
Maintained visual consistency across a high-volume retainer while finding variation in composition, product framing and campaign theme to avoid repetition across months.
Headline: "One person, one unforgettable memories of drinking Coca-Cola" to win one of these three features three nostalgic HK shopfront builds.
CAROUSEL POSTS
Each carousel was built as a sequence, not a repeat — slide one stops the scroll, middle slides build the story, final slide lands the action. The share-a-can series used this to reveal different personalised can names across slides, each paired with a Cantonese social scenario, so every swipe felt like a new piece of content rather than more of the same.
Personalized Can Campaign
Promoting customizable can mockup with stylized text, plus copy teasing the new personalization feature and asking if customers have found "the one" yet pairing with the offer. The second panel shows the mechanic in action alongside five weekly promo codes that roll out one per week to keep the campaign refreshing across its run.
Custom-can creative for Swire Coca-Cola's HK eShop personalization campaign.
The caption "the organiser said straight after dinner, we're heading to the next round" sets up the can's personalized text, "精神" ("energy" / "stay alert"), playing on the universal need for a second wind once a night out keeps going.
6th Anniversary Giveaway carousel
Builds a claw-machine concept like an invitation card suspended like a prize being "grabbed," tying the visual metaphor directly to the giveaway mechanic. Headline reads "You are invited to the 6th Anniversary Giveaway Party"; offer copy below: spend $399, get 20% off plus one lucky draw entry, across 15 limited prizes worth a combined HKD$30,000.