Pings NYC

Pings NYC is a well-established dim sum and seafood restaurant in Chinatown. BIYA partnered with Pings to refresh its image and capture younger audiences by driving influencer-led content on Rednote. The focus was to highlight traditional Cantonese dishes while presenting them in a modern, shareable format.

  • 900K

    ✺Impressions

  • 350K

    ✺Reach

  • 70K

    ✺Rednote Post Views

  • 2.8K

    ✺Clicks

  • 3.5K-5K

    ✺Engagements

Strategy

  • Target audience

Young urban diners, Asian-American communities, and adventurous food lovers seeking authentic NYC Chinatown experiences.

  • Content direction

    Family-style seafood platters, dim sum carts, cultural authenticity of dining in Chinatown.

  • Conversion goal

    Drive foot traffic during lunch and weekends through special Rednote promotions.

Influencer Curation

  • 4–6 micro-influencers (5K–25K followers) with strong ties to NYC foodie communities.

  • Focus on creators who highlight cultural food experiences and authenticity.

  • Deliverables: Rednote posts with detailed food reviews + Instagram cross-posts.

Campaign Execution

The Pings campaign was centered on blending cultural authenticity with modern social storytelling. BIYA began by selecting influencers who specialized in cultural food exploration and had strong community connections in NYC. These creators were invited for weekend dim sum sessions at Pings, giving them the chance to capture both the vibrant atmosphere and the authenticity of the dining experience. During their visits, influencers documented the dim sum carts, family-style seafood platters, and the restaurant’s unique Chinatown setting, combining personal storytelling with high-quality visuals. Content was then shared on Rednote, with supplementary posts on Instagram and TikTok timed for peak weekend dining hours to maximize exposure. The campaign was supported by strategic hashtag usage and amplification through Rednote’s platform. Following the posting period, BIYA analyzed performance metrics including impressions, reach, post views, and clicks, consolidating these findings into a results-driven report for the client.

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