Damrak 37, 1012 LK, Amsterdam

GASSAN Diamonds

Engages with the Chinese community in the Netherlands via a festive CNY Instagram Filter!


The objective

To celebrate the Year of the Ox, GASSAN Diamonds, the well-known Amsterdam based jewellery company wanted to surprise its Chinese clientele.

In normal times GASSAN has many Chinese travellers visiting its numerous boutique stores. However, due to Covid-19 these people unfortunately were not able to visit the Netherlands. In fact, during the Chinese New Year period all GASSAN stores were closed due to the coronavirus.

To still engage with its Chinese customers during this important festive period, we supported GASSAN with a campaign aiming to reach their local Chinese clientele living in the Netherlands.

The key objectives of this campaign were:

  • Strengthen the brand awareness among this target group via a positive campaign.
  • Generate qualitative new leads and conversions in GASSAN’s e-commerce store.

The campaign

To achieve these goals we developed a GASSAN Chinese New Year AR filter game on Instagram.

We selected Instagram as our key platform, as the majority of Chinese people living in the Netherlands actively use this channel.

In this game we combined the festive elements of red envelopes and gifts of the Chinese New Year, with the latest trend on Instagram: Augmented Reality (AR) filters.

AR filters quickly have become a viral engine to reach and attract (young) audiences. They are computer generated effects and layers which you can place over your photo or video.

We developed a custom-made AR-filter for GASSAN using the Spark AR Studio.


By using our playful and fun AR filter, people could win a red envelope which would give them access to a great selection of GASSAN jewellery products which were offered at special CNY prices. Below and overview of the campaign flow:


The result

The campaign successfully reached over 15k local Chinese living in the Netherlands, of which many played the filter game in Instagram, collected their red enveloped and converted to the GASSAN e-commerce shop.


Curious what we can do for your brand?

newsletter icon

Subscribe to receiving our newsletter and we will send you emails on insights, news, our work on China Digital Marketing & E-commerce. These emails include an unsubscribe link and you may opt-out at any time. See our Privacy Policy.