GOLD! The Story Behind Our Award-Winning Gen Z Campaign for QV

It was a landmark moment for PressLogic and our partners at QV. We are thrilled to announce that our "Embrace the Transformed You" campaign for QV Ceramides has won GOLD for Best Digital Launch / Rebranding Campaign at the 2025 DigiZ award!

This victory is more than an award; it’s a celebration of a new philosophy for brand engagement. It’s proof that to forge powerful, authentic connections with a new generation, a brand can't just speak to their audience—it must immerse itself in their world.

The Challenge: Moving Beyond Advertising to Build Trust

In today's competitive landscape, Hong Kong's Gen Z audience is savvy, discerning, and values authenticity above all else. For a trusted brand like QV, the challenge wasn't just to be seen, but to be truly embraced. The goal was to move beyond traditional marketing and create a campaign that felt less like an advertisement and more like a genuine cultural movement.

The Strategy: Immersing QV in the Heart of Gen Z Culture

Our strategy was centered on a single, powerful idea: authentic integration. We knew the path to Gen Z's heart was through their passions.

A major highlight of the campaign was our strategic presence at the heart of student culture—the Joint University Annual Mass Dance. We didn't just show up with a camera or a banner; we integrated the QV brand into the fabric of the event itself. Our team was on the ground, capturing the raw, vibrant energy of the dancers and transforming that offline excitement into viral online content. This O2O (Online-to-Offline) strategy allowed us to bottle the event's passion and share it with a much wider digital audience.

This energy was then amplified by a new wave of collaborators: Gen Z micro-influencers and the dancers themselves. They became the true voice of the campaign. By sharing their genuine transformation stories with QV Ceramides, they provided authentic social proof that resonated deeply with their peers. This approach sparked over 600,000 impressions and inspired an incredible 40+ organic user endorsements, proving that real stories are the most powerful marketing tool.

The Results: A Gold-Winning Impact

The impact of this immersive strategy was decisive and measurable, delivering on every key objective.

• Shattering Acquisition Goals: The campaign drove a massive 26.5% increase in potential new users expressing intent to switch to QV, more than doubling our initial performance goal.

• Winning Hearts and Minds: We fundamentally reshaped brand perception, with over 80% of 18-34 year olds developing a highly positive view of QV as a dynamic, trustworthy, and relevant brand for their generation.

• Driving Authentic Engagement: The campaign’s focus on genuine stories generated over 600,000 impressions and inspired more than 40 organic endorsements from passionate new users.

A Victory Built on True Collaboration

We are so thrilled to share this amazing win with our partners at QV Ceramides. This Gold award is a direct result of the trust, collaboration, and shared vision between our teams. A massive thank you to the QV team for believing in this approach, and to our own PressLogic project team for their incredible hard work and passion.

If your brand is ready to achieve real growth and make a splash in the market, let's connect. We are always on the lookout for our next big win!