This graduation project centres on pain-point resonance, creating a storytelling-driven digital advertising campaign for StockX in Hong Kong. By deeply understanding the real challenges and needs of local sneakerheads, the campaign utilises narrative content to address their key pain points, build emotional connections, and strengthen brand trust. The objective is to position StockX as the most reliable and professional platform for sneaker enthusiasts in Hong Kong, transforming various user frustrations into meaningful brand loyalty through strategic digital storytelling.
本畢業作品以「痛點共鳴」為核心概念，為 StockX 香港市場設計一套故事化數碼廣告活動。透過深入的用戶研究，了解香港 sneakerhead （球鞋迷）在購買、鑑定、喜好及社群互動上面臨的各種真實痛點，並以敘事手法創作一系列情感共鳴的數碼內容。
項目利用故事化策略，建立 sneakerhead 與品牌之間的深層情感連結，解決其主要挫折，同時強化 StockX 作為可靠、專業及值得信賴的 sneaker 交易平台的形象。最終希望透過策略性數碼 storytelling，將用戶的負面體驗轉化為正面品牌忠誠度，提升 StockX 在香港 sneaker 文化圈的市場地位及認受性。