TOO OLD FOR LÌ XÌ? NEVER!  

Traditionally, Lì Xì is a Lunar New Year custom reserved for children and the elderly.  

However, the truth is, many adults still enjoy receiving Lì Xì during the holiday season. It symbolizes good luck and brings joy to the recipient.  

But as an adult, asking for Lì Xì can be awkward.  

So how can grown-ups express their desire for Lì Xì in a graceful and humorous way, bringing joy to both the giver and receiver?

CUSTOMIZE YOUR FUNDRAISING QR  

The QR customized feature allows users to share their New Year's wishes on social media, attracting the attention and support of friends through lucky money (Lì Xì) or interaction with the shared content.    

The customized QR code feature has two key features that make asking for Lì Xì a fun and easy experience:    

- Visual Customization:  

+ AI-powered face swapping: Users can swap their faces with pre-made images, adding a fun and personal touch to their QR codes.  

+ Enhanced beauty and style: Users can choose to beautify their faces or transform their appearance in unexpected ways. For example, a bold and edgy person might try a more feminine look, surprising their friends and family. Variety of templates with different art styles are available on MoMo app to cater to different audiences.    

- Content Customization: Personalized messages: Users can add personalized messages to their QR codes, making them more humorous and reflective of their New Year's wishes    

By combining visual and content customization, the customized QR code feature offers a unique and engaging way to ask for Lì Xì.

MAXIMIZE ROI BY LEVERAGING EXISTING BRAND OWNED CHANNELS    

With the goal of making customized QR codes the new trend for the Lunar New Year, MoMo implemented a three-phase rollout plan:    

Phase 1: F0 Generation  

- Leverage existing touchpoints: MoMo maximized the number of initial users by leveraging owned media channels, such as the MoMo app and the Lắc Xì game.  

- Community-driven outreach: On social media, MoMo focused on using voices from normal users to spread the trend through community groups, rather than relying on key opinion leaders (KOLs).    

Phase 2: Hype Up  

MoMo used PR and social media recaps to emphasize the growing popularity of customized QR codes, creating a sense of FOMO (fear of missing out) among users.  

By leveraging FOMO and social media buzz, MoMo transformed the use of customized QR codes into a booming trend.

Phase 3: In-App Booster  

Once customized QR codes became widely known, MoMo further promoted the feature within the MoMo app to encourage more users to explore it with zero cost in this phase

Millions of customized QRs have been generated  

The idea was to follow the AI trend.  

The result: We are THE trend!