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Social Media Chinese New Year

How brands welcomed in the year of the monkey on Twitter - PG Tips, Jimmy Choo, Fifa and more discuss #ChineseNewYear


By John McCarthy, Opinion Editor

February 8, 2016 | 8 min read

With the Chinese New Year having passed, we now enter the Year of the Monkey, an event which caused waves on social media amid brands.

Cutting through the social resonance of western sporting phenomena, the Super Bowl, Asia struck back with a tonne of brand engagement on the turn of its New Year.

First up, tea brand PG Tips lit up the Big Ben in honour of the event.

On the stunt, Kate Hearn, senior brand manager for PG tips at Unilever UK, said: "By tapping into the cultural event of Chinese New Year, and celebrating 2016 being the year of the monkey, PG tips was presented with the perfect opportunity to kick off celebrations in the capital and raise brand awareness."

PG Tips

Other brands also got in on the action with tweets and stunts of their own.

Formula 1

Tiffany & Co


Jimmy Choo


Angry Bird


Diageo GB

Estee Lauder UK

Etihad Airways

Netflix Asia



Tag Heuer

Virgin Trains

The Drum’s Asia editor Charlotte McEleny investigated how the country’s economic downturn is affecting marketers, with many showing a brave face before the turn of the New Year.

Social Media Chinese New Year

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