MaSiWei North America Tour
MaSiWei, one of China’s most influential hip-hop artists, embarked on a North America tour with stops in Los Angeles, San Jose, and New York. With a young, trend-driven audience, success hinged on tapping into the right communities, creating buzz, and driving rapid ticket sales.
Brand's Challenge
The campaign needed to succeed in a fast-moving, youth-driven market with high expectations for content authenticity and social relevance:
- A young, digitally native audience active on community-driven platforms
- Tight budget requiring maximum impact within limited resources
- Three-city synchronized campaign timeline with no margin for error
- Required a deep understanding of U.S. youth marketing and local market nuances
- Complex coordination across China-based artist management, U.S. promoters, and media partners
Our Solutions
Forward Marketing led a culturally attuned campaign rollout across all three cities. Every piece of content and placement was designed to resonate with MaSiWei’s core fanbase—leveraging their digital habits, social instincts, and music discovery preferences.
- Developed a comprehensive content and communication strategy tailored to hip-hop and streetwear culture
- Executed an integrated channel mix with WeChat, REDNote, and targeted social ads
- Created a phased content rollout to drive urgency and early ticket sales
- Fostered organic UGC through community-driven engagement
- Took ownership of cross-team alignment, ensuring unified execution across markets and stakeholders