SDTA
Summer KOL Campaign
KOLs accross Weibo and WeChat
Impressions
Achievement vs. estimate
Total engagement
CHALLENGE
With the rise of social media marketing and advertising, Hylink seeks to stay ahead of the competition by providing clients with the best-in-class social reporting and measurement. KOLs (Key Opinion Leaders, also known as “influencers”) are becoming a true force in the China advertising space, but accurately measuring their impact has proven difficult for many agencies. As an increasing number of KOLs gain prominence, it is evermore crucial for brands to have the ability to gauge the performance of their investments.
STRATEGY
To capitalize on the popular summer travel season, San Diego Tourism Authority (SDTA) launched a summer campaign across multiple platforms to capture their target audience. For this portion of the campaign, KOLs from Weibo and WeChat were utilized to promote San Diego’s brand messaging and educate potential travelers about the city. We developed a measuring and reporting system to effectively evaluate KOL performance, called KAPE (KOL Aggregate Performance Efficiency). The KAPE index is an advanced approach to effectively and precisely calculate the cost-efficiency of investments in KOLs. For San Diego’s Summer campaign, KAPE was the primary evaluation tool to decide which KOLs to partner with.
FEATURED WORKS
19
KOLs accross Weibo and WeChat
18mm+
Impressions
250%
Achievement vs. estimate
3.9M
Publicity value
6M+
Youtube hits combined
447k
Reach on Cision
5,300,000M+
Impressions
58,000+
Clicks
19,000+
Followers gained
133M
Impressions
229%
Achievements
2.6M
Page views
OPPO
Find X
Publicity value
Youtube hits combined
Reach on Cision
Mentions on Cision
CHALLENGE
Oppo was set to launch its first phone in 4 years. This launch would mark the first time the brand had launched globally.
STRATEGY
Distribute 5 phones to select influencers to deliver video reviews about the phone in conjunction with its June 2018 launch. Monitor publicity value, hits, reach, and mentions as a result of video reviews Conduct media and influencer outreach to well-known YouTubers in the tech industry.
FEATURED WORKS
19
KOLs accross Weibo and WeChat
18mm+
Impressions
250%
Achievement vs. estimate
3.9M
Publicity value
6M+
Youtube hits combined
447k
Reach on Cision
5,300,000M+
Impressions
58,000+
Clicks
19,000+
Followers gained
133M
Impressions
229%
Achievements
2.6M
Page views
Hawaiian Airlines
#MyHawaiianStyle Weibo Acquisition Campaign
Impressions
Clicks
Followers gained
CHALLENGE
Increase followers on Weibo while simultaneously reaching a wider audience and having them connect with the brand.
STRATEGY
Hawaiian Airlines places emphasis on sharing their culture. One of the ways in which this culture is transmitted is through fashion. By leveraging this quality, we launched a giveaway contest on Weibo with the theme #MyHawaiianStyle asking users to post an image their best version of a Hawaiian outfit. To boost the participation in the giveaway, paid media was utilized to drive more users to engage with the contest.
FEATURED WORKS
19
KOLs accross Weibo and WeChat
18mm+
Impressions
250%
Achievement vs. estimate
3.9M
Publicity value
6M+
Youtube hits combined
447k
Reach on Cision
5,300,000M+
Impressions
58,000+
Clicks
19,000+
Followers gained
133M
Impressions
229%
Achievements
2.6M
Page views
Hainan Airlines
Las Vegas X Hainan Airlines
Impressions
Achievements
Page views
CHALLENGE
Acknowledging the importance of OTA platforms in the Chinese travel market, LVCVA invested in dedicated Fliggy campaign pages to develop brand content and better connect with Chinese travelers. Generate awareness and promote various travel products to Chinese travelers during peak season.
STRATEGY
Create five different banners that resonate with Chinese travelers to rotate on Fliggy for a month leading up to peak travel period.
FEATURED WORKS
19
KOLs accross Weibo and WeChat
18mm+
Impressions
250%
Achievement vs. estimate
3.9M
Publicity value
6M+
Youtube hits combined
447k
Reach on Cision
5,300,000M+
Impressions
58,000+
Clicks
19,000+
Followers gained
133M
Impressions
229%
Achievements
2.6M
Page views
SF Travel
Love Campaign
IMPRESSIONS
VIDEO VIEWS
ENGAGEMENT RATE
PARTICIPANTS
WECHAT FOLLOWERS GAINED
CHALLENGE
Promote San Francisco as a destination by driving SFTA Weibo followers to its newly opened WeChat account.
STRATEGY
Invited 5 KOLs on Weibo to repost the campaign and Weibo paid ads ran for a whole month to generate maximum impressions.
FEATURED WORKS
19
KOLs accross Weibo and WeChat
18mm+
Impressions
250%
Achievement vs. estimate
3.9M
Publicity value
6M+
Youtube hits combined
447k
Reach on Cision
5,300,000M+
Impressions
58,000+
Clicks
19,000+
Followers gained
133M
Impressions
229%
Achievements
2.6M
Page views
Brand USA
National Parks Adventure
VIDEO VIEWS
IMPRESSIONS
CLICKS
CHALLENGE
National Parks Adventure is a short documentary made to give viewers a guide to US national parks. It offers not only a sweeping overview of the national parks' history, but is equal parts adrenaline-pumping odyssey and soulful reflection on what the wilderness means to us all. The National Parks Adventure Media Campaign aimed to generate awareness and create buzz around the film’s release. Drive traffic to the National Parks Adventure channel on Youku for Video Viewership from June, 22, 2017 through June 30, 2017.
STRATEGY
Used paid video feeds ads, fans headline ads, and KOL posts on Toutiao and Weibo platforms to optimize media buy and effectively reach our target audience.
FEATURED WORKS
19
KOLs accross Weibo and WeChat
18mm+
Impressions
250%
Achievement vs. estimate
3.9M
Publicity value
6M+
Youtube hits combined
447k
Reach on Cision
5,300,000M+
Impressions
58,000+
Clicks
19,000+
Followers gained
133M
Impressions
229%
Achievements
2.6M
Page views
SF Travel
Live Streaming Campaign
LIVE-STREAM EVENTS
MINUTES ON AIR
VIEWS
ENGAGEMENTS
CHALLENGE
In China, where over 95% of internet users are on mobile devices, live streaming is an easy way to interact with people, share knowledge and experiences, and be entertained without having to pay for it. SF Travel has capitalized on this new way to capture Chinese audiences and present a unique look at what the destination has to offer. For Chinese tourists, San Francisco lacks distinction among major American cities. For this reason, the challenge was to raise awareness and present a unique glance of the city while catering to the Chinese audience under the brand image of “sophisticated harmony.”
STRATEGY
From Dec. 2016 - Dec. 2017, we hosted several live streaming sessions on Weibo and China’s most popular live streaming platform, Yizhibo, featuring seasonal landscapes and the rich culture found inside and beyond San Francisco. Live-streams were held at popular sites including Union Square, Pier 39, Yosemite, SFO Airport, and SFMOMA.
FEATURED WORKS
19
KOLs accross Weibo and WeChat
18mm+
Impressions
250%
Achievement vs. estimate
3.9M
Publicity value
6M+
Youtube hits combined
447k
Reach on Cision
5,300,000M+
Impressions
58,000+
Clicks
19,000+
Followers gained
133M
Impressions
229%
Achievements
2.6M
Page views
Youku & Acura
Travel With Food And Wine
VIDEO VIEWS
FOLLOWERS
CONVERSIONS TO OTA WEBSITES
EPISODE 2 SOV
VIEWS FOR 4 OF 6 EPISODES PUBLISHED THUS FAR, AVERAGING 157% VIEWER INCREASE
CHALLENGE
- Drive brand awareness for the “Best of LA” while showcasing a convenient way to access the City of Los Angeles. - Find product sponsors, production plan, storyline script, & provide financial investments to the show.
STRATEGY
- Season 2 of Travel with Food & Wine used Los Angeles for a two-part special series. - Utilized grassroots travel bloggers as brand ambassadors vs. celebrities for maximum OTA conversion.
FEATURED WORKS
19
KOLs accross Weibo and WeChat
18mm+
Impressions
250%
Achievement vs. estimate
3.9M
Publicity value
6M+
Youtube hits combined
447k
Reach on Cision
5,300,000M+
Impressions
58,000+
Clicks
19,000+
Followers gained
133M
Impressions
229%
Achievements
2.6M
Page views
JD Finance
Creative Campaign Series
CHALLENGE
The JD Finance app was recently upgraded to its 4.0 version, and Hylink helped to promote the new and improved features through a creative mobile campaign. The intent was to position the JD Finance app as top-of-mind for median income consumers when it comes to their preferred resource for financial planning and investments.
STRATEGY
The team leveraged AR face recognition and scanning, a collaboration with Mobike, H5 robo-advisor, credit score (“Xiao Bai” in Chinese) in the campaign’s execution. WeiBo and WeChat were the main platforms used, while activities in the JD Finance app, JD Finance official website, H5 games, and collaborated brands were a focus as well.
FEATURED WORKS
19
KOLs accross Weibo and WeChat
18mm+
Impressions
250%
Achievement vs. estimate
3.9M
Publicity value
6M+
Youtube hits combined
447k
Reach on Cision
5,300,000M+
Impressions
58,000+
Clicks
19,000+
Followers gained
133M
Impressions
229%
Achievements
2.6M
Page views
L’Occitane
WeChat Management
INCREASE OF WECHAT FOLLOWERS
WECHAT POST OPEN RATE
HTML5 PAGEVIEWS
CHALLENGE
- Effectively increase user acquisition & WeChat following
STRATEGY
- Opened an official WeChat service account to manage Wechat store operations. - Created O2O campaigns around Chinese festival calendar & promoted consumer engagement by building a Chinese New Year red pocket HTML5 page.
FEATURED WORKS
19
KOLs accross Weibo and WeChat
18mm+
Impressions
250%
Achievement vs. estimate
3.9M
Publicity value
6M+
Youtube hits combined
447k
Reach on Cision
5,300,000M+
Impressions
58,000+
Clicks
19,000+
Followers gained
133M
Impressions
229%
Achievements
2.6M
Page views
SF Travel
San Francisco Travel Association Golden Week Campaign
TOTAL VIEWS
LIKES
SHARES
ROOM NIGHTS BOOKED
YEAR OVER YEAR INCREASE
CHALLENGE
A growing demographic of free and independent Chinese travelers are hungry for fresh, new destinations. But as digital and travel trends change and economic tensions rise worldwide, Chinese visitation is seeing double digit declines.
STRATEGY
The US remains the top long-haul destination for China’s largest national holiday and outbound travel window, Golden Week - and San Francisco is a huge draw for an emerging group of young, digital-forward FIT travelers.As the first of its kind in DMO marketing, SFTA created the Golden Week campaign, partnering with United Airlines, SFO, Napa Valley and Concord to position San Francisco as not only the top destination for Golden Week travel, but also as the best place to start and end the ultimate NorCal road trip. SFTA launched an integrated, innovative social campaign on apps Chinese FIT travelers love and use daily, each with its own unique features and advantages. Travelers were inspired to book trips on China’s premier online travel site, Ctrip. The campaign didn’t just reawaken Chinese travelers’ desires to visit San Francisco, it showed that social media savvy and creative campaigns are the key to engaging with China’s digital-forward FIT travelers, all while yielding big results.
FEATURED WORKS
19
KOLs accross Weibo and WeChat
18mm+
Impressions
250%
Achievement vs. estimate
3.9M
Publicity value
6M+
Youtube hits combined
447k
Reach on Cision
5,300,000M+
Impressions
58,000+
Clicks
19,000+
Followers gained
133M
Impressions
229%
Achievements
2.6M
Page views
JD.com x Coca-Cola
531 Super Brand Day
SALES OF COCA-COLA ON JD.COM ON MAY 31ST WERE 8.7 TIMES MORE THAN THE SALES FROM SINGLES DAY A YEAR BEFORE
NUMBER OF PEOPLE WHO PARTICIPATED IN THE GIFT GIVEAWAY
SALES VOLUME IN THE FIRST 2 HOURS OF MAY 31ST WAS 2.5 TIMES MORE THAN THE TOTAL SALES IN THE PREVIOUS 30 DAYS
CHALLENGE
The beverage category falls under “instant consumption,” which means that impulsive consumption behaviors will occur when consumers feel thirsty. When online and offline price different does not vary, consumers hardly actively purchase beverages online. Maximize brand exposure and boost sales on e-commerce platforms within a short time frame.
STRATEGY
Coca-Cola collaborated with JD.com and created “531 Super Brand Day” to deliver the brand message “At This Golden Moment” as well as a series of creative interactions featuring the spirit of “Enjoy the Fun.” On May 31, every order through Coca-Cola online vending machine was promised to be delivered within 2 hours by the JD.com delivery crew. Integrated online and offline cross-media to create interactive campaigns and boost sales.
FEATURED WORKS
19
KOLs accross Weibo and WeChat
18mm+
Impressions
250%
Achievement vs. estimate
3.9M
Publicity value
6M+
Youtube hits combined
447k
Reach on Cision
5,300,000M+
Impressions
58,000+
Clicks
19,000+
Followers gained
133M
Impressions
229%
Achievements
2.6M
Page views
Fengshen
Global Casting Call
IMPRESSIONS
CLICKS
TOTAL ENGAGEMENT
TOTAL SPENT
CHALLENGE
- The Fengshen Global Casting Call was launched to cast actors for the new Fengshen Trilogy, directed by acclaimed director Wuershan. An interactive game was created to motivate audience participation. - Reach target audience of Asian teens aged 15-25. - Boost engagement and encourage users to submit entries to the PinFace Game through social media platforms for the Fengshen Global Casting Call from July 1, 2017 through July 31, 2017.
STRATEGY
- Used CPC bidding strategies and utilized KOLs (online influencers) on Facebook and Instagram to optimize impressions and clicks, in order to reach our targeted audience.
FEATURED WORKS
19
KOLs accross Weibo and WeChat
18mm+
Impressions
250%
Achievement vs. estimate
3.9M
Publicity value
6M+
Youtube hits combined
447k
Reach on Cision
5,300,000M+
Impressions
58,000+
Clicks
19,000+
Followers gained
133M
Impressions
229%
Achievements
2.6M
Page views
Buick
VELITE 5
WECHAT ENGAGEMENTS IN 48 HRS
CTR
AIRBNB APPLICANTS
CHALLENGE
Buick recently launched its VELITE 5, an extended range electric vehicle. The auto industry leader tasked the Hylink team with making a splash in the Chinese clean energy car market – one that is yet to mature and filled with skeptical consumers. On the bank of Shanghai’s Huangpu river, Hylink built the “VELITE 5 Life Zone,” a smart tech home containing the same innovative features of the new VELITE 5 car model. The team’s objective was to generate buzz surrounding the smart tech home and VELITE 5. Within this, the goal was to effectively communicate the new brand messaging of “creating a better life” to build organic synergy with digitally-inclined Chinese.
STRATEGY
The team sought to break through the marketing status quo and approach the audience in a more dynamic and engaging way. With this in mind, the team decided not to employ typical auto marketing formats such as TV commercials, KV portals, and auto verticals. Instead, we created a smart tech home called VELITE 5 Life Zone. The home was completely environmentally-friendly, with intelligent features that represent progressive lifestyles, and incorporating key elements of the electric vehicle throughout. We collaborated with Airbnb on the campaign, and made the home available on the international platform so travelers could book a stay. We also partnered with KOLs (or influencers) to develop engaging content, and used WeChat feed ads to generate additional awareness.
FEATURED WORKS
19
KOLs accross Weibo and WeChat
18mm+
Impressions
250%
Achievement vs. estimate
3.9M
Publicity value
6M+
Youtube hits combined
447k
Reach on Cision
5,300,000M+
Impressions
58,000+
Clicks
19,000+
Followers gained
133M
Impressions
229%
Achievements
2.6M
Page views
Mengniu
Milk Deluxe
INCREASE OF BRAND RECOGNITION OVER 3 MONTHS
INCREASE OF BRAND RECOMMENDATION OVER 3 MONTHS
INCREASE OF SALES VOLUME IN 1 YEAR AS NO.1 OF THE QUARTER
CHALLENGE
With increasing competition in the luxury dairy segment in China, the brand was challenged to create a new experience under the brand slogan ‘Not every milk deserves the name Milk Deluxe’.
STRATEGY
- Milk Deluxe invited the audience to pay attention to “99 better plans” and to start a better life with a cup of milk Deluxe. - Customers were directed to a Kickstarter-like crowdfunding platform, where they would see 99 better plans across six categories of life-changing innovations. - Consumption of Milk Deluxe is converted to points and invested into the kickstarter programs. All data was uploaded to the website in real-time. - Once the program is launched, consumers will be rewarded and feel the force of Milk Deluxe for a better life. - A combination of TVC, print media, outdoor and digital media made “starting better, starting with milk Deluxe” more than a slogan.
FEATURED WORKS
19
KOLs accross Weibo and WeChat
18mm+
Impressions
250%
Achievement vs. estimate
3.9M
Publicity value
6M+
Youtube hits combined
447k
Reach on Cision
5,300,000M+
Impressions
58,000+
Clicks
19,000+
Followers gained
133M
Impressions
229%
Achievements
2.6M
Page views
CJ E&M
Ladybees
LADY BEES WAS ONE OF THE MOST POPULAR COMPETITION REALITY SHOWS IN CHINA, AVERAGING OVER 40M VIEWS PER EPISODE
CHALLENGE
Co-develop the show to source sponsors and identify digital distribution channels.
STRATEGY
- Produced one of the most popular shows among millennials in Lady Bees similar to The Voice for all female singers. - Worked with Zhejiang Satellite TV to craft media assets and a heavy promotion schedule with corporate sponsors. Hylink also secured digital distribution on platforms such as iQiyi, Tencent, Youku, and Sohu.
FEATURED WORKS
19
KOLs accross Weibo and WeChat
18mm+
Impressions
250%
Achievement vs. estimate
3.9M
Publicity value
6M+
Youtube hits combined
447k
Reach on Cision
5,300,000M+
Impressions
58,000+
Clicks
19,000+
Followers gained
133M
Impressions
229%
Achievements
2.6M
Page views
Brand USA
Fliggy Singles’ Day
TOTAL SALES GENERATED
TOTAL IMPRESSIONS
RETURN ON INVESTMENT
TRANSACTIONS
CHALLENGE
Promote Disney products during a peak sales period (Single’s Day)
STRATEGY
Created campaign page banners and homepage widescreen banners and on Fliggy, Taobao and Alipay.
FEATURED WORKS
19
KOLs accross Weibo and WeChat
18mm+
Impressions
250%
Achievement vs. estimate
3.9M
Publicity value
6M+
Youtube hits combined
447k
Reach on Cision
5,300,000M+
Impressions
58,000+
Clicks
19,000+
Followers gained
133M
Impressions
229%
Achievements
2.6M
Page views
Shanghai General Motors
Chevrolet And Disney “Find New Ways”
UNIQUE VISITS TO THE SITE ON THE FIRST DAY OF THE CAMPAIGN
INCREASE IN BRAND AWARENESS IN THE FIRST QUARTER
CHALLENGE
Raise brand awareness amongst Chinese families and encapsulate the Disney image within the Chevrolet brand.
STRATEGY
We created a complete consumer journey from scanning Chevrolet’s logo on mobile phones to win tickets to Disney, to participating in the Chevrolet Digital Challenge at the resort.
FEATURED WORKS
19
KOLs accross Weibo and WeChat
18mm+
Impressions
250%
Achievement vs. estimate
3.9M
Publicity value
6M+
Youtube hits combined
447k
Reach on Cision
5,300,000M+
Impressions
58,000+
Clicks
19,000+
Followers gained
133M
Impressions
229%
Achievements
2.6M
Page views
SF Travel
Mafengwo Short Video Campaign
IMPRESSIONS
CLICKS
VIEWS
ENGAGEMENTS
MOST VIEWED VIDEO: FAIRMONT HOTEL
CHALLENGE
Create an innovative branded media campaign for the San Francisco Travel Association using Mafengwo’s new short video series tool to attract a growing market of young, independent Chinese travelers.
STRATEGY
We Tapped Chinese KOL/influencer Kiki Fang to create ten short videos promoting a fun, personalized travel experience consistent with the SFTA’s vision for San Francisco tourism. To showcase San Francisco's diverse offerings to tourists, we partnered with a number of iconic destinations including Napa Valley, Pier 39, and SF MOMA.
FEATURED WORKS
19
KOLs accross Weibo and WeChat
18mm+
Impressions
250%
Achievement vs. estimate
3.9M
Publicity value
6M+
Youtube hits combined
447k
Reach on Cision
5,300,000M+
Impressions
58,000+
Clicks
19,000+
Followers gained
133M
Impressions
229%
Achievements
2.6M
Page views
Bilibili
“Life Is Like A Skewer” – A Food Documentary
DOUBAN RATING
CHINA CONTENT MARKETING AWARDS
CHALLENGE
“Life is Like a Skewer,” a food documentary produced by entertainment-focused subsidiary of Hylink, Authrule Digital Media and by Bilibili, one of the largest video sharing platforms in China. The documentary promotes the culture of night market barbecue, featuring over 500 legendary eateries in more than 30 cities. Guarantee maximum exposure of this documentary to the target audience.
STRATEGY
Aired on Authrule Digital Media and Bilibili video sharing platforms
FEATURED WORKS
19
KOLs accross Weibo and WeChat
18mm+
Impressions
250%
Achievement vs. estimate
3.9M
Publicity value
6M+
Youtube hits combined
447k
Reach on Cision
5,300,000M+
Impressions
58,000+
Clicks
19,000+
Followers gained
133M
Impressions
229%
Achievements
2.6M
Page views
SF Travel
SFTA & SDTA Best Of California Campaign
IMPRESSIONS
TOTAL ROOM NIGHTS BOOKED
ADVERTISING IMPRESSIONS
CLICKS
CHALLENGE
Two of California’s iconic cities, San Diego and San Francisco have been seeing a decline in travel bookings from Chinese tourists. Whether due to changing travel trends or economic tensions.
STRATEGY
Uniting both cities together under the campaign “Best of California,” we motivated Chinese FIT travelers to start their best two-city California trip in San Francisco. We paired complementary attributes of the two cities (craft beer with wine tasting, Golden Gate Bridge with Balboa Park, etc) to highlight brand commonalities and seamlessly incorporated Hilton Hotels partner to increase room night bookings at Hilton properties in both cities.. We promoted 55 daily flights between SF and SD that made visiting both iconic cities a no-brainer.
FEATURED WORKS
19
KOLs accross Weibo and WeChat
18mm+
Impressions
250%
Achievement vs. estimate
3.9M
Publicity value
6M+
Youtube hits combined
447k
Reach on Cision
5,300,000M+
Impressions
58,000+
Clicks
19,000+
Followers gained
133M
Impressions
229%
Achievements
2.6M
Page views
UCLA Health
UCLA Health Robb Report Campaign
COPIES DISTRIBUTED IN CHINA
COPIES DISTRIBUTED IN THE MIDDLE EAST
CHALLENGE
Create a campaign that increases brand awareness of UCLA Health as a top provider of premium healthcare services to an affluent international audience most likely to seek treatment overseas.
STRATEGY
Positioned UCLA Health in luxury print publication “The Robb Report” to reach an audience of high net worth individuals in the China and Middle East regions. Featured a creative that delivered the campaign’s higher order message with the tagline “Every moment well spent, is a legacy well built”. Display the print campaign in banks, 5 star hotels, and VIP airport lounges to target elite audience.
FEATURED WORKS
19
KOLs accross Weibo and WeChat
18mm+
Impressions
250%
Achievement vs. estimate
3.9M
Publicity value
6M+
Youtube hits combined
447k
Reach on Cision
5,300,000M+
Impressions
58,000+
Clicks
19,000+
Followers gained
133M
Impressions
229%
Achievements
2.6M
Page views
Mead Johnson
Mead Johnson Brand Event In San Grabiel, California
ATTENDEES
SALES REVENUE
SOCIAL MEDIA VIEWS
CHALLENGE
With a limited budget, the client wanted to host a 200-person event that provided guests with an immersive brand experience. However, the client was not familiar with the preferences of Chinese guests attending a commercial eventWith a limited budget, the client wanted to host a 200-person event that provided guests with an immersive brand experience. However, the client was not familiar with the preferences of Chinese guests attending a commercial event.
STRATEGY
Leveraged Hylink’s vendor network in LA, and provided a budget plan beyond the client’s expectations. Creative team designed multiple breakout stations at the event space such as baby photo standees, artificial grassfield and large backdrops to encourage guests to take photos and share on social media. Secured Fann Wong, one of the top actresses in Singapore and Asia, as an attendee for the event at a reasonable rate by leveraging Hylink’s global network. Hylink’s expertise within the Chinese market helped the client organize the event in a way the Chinese guests appreciated and preferred.
FEATURED WORKS
19
KOLs accross Weibo and WeChat
18mm+
Impressions
250%
Achievement vs. estimate
3.9M
Publicity value
6M+
Youtube hits combined
447k
Reach on Cision
5,300,000M+
Impressions
58,000+
Clicks
19,000+
Followers gained
133M
Impressions
229%
Achievements
2.6M
Page views
Tencent
Mission Enlightening
PARTICIPANTS
IN FUNDRAISING
CHALLENGE
Bring awareness to the perilous and unlit trek of rural Chinese children as they head to school each morning.
STRATEGY
Promoted “Mission Enlightening”, China’s first social game for charity. Was launched on Tencent QQ and WeChat, China’s top two socialplatforms. The game would gradually darken and players could purchase street light props to light their path and continue playing the game. Earnings from the game are used for street light construction in the real world.
FEATURED WORKS
19
KOLs accross Weibo and WeChat
18mm+
Impressions
250%
Achievement vs. estimate
3.9M
Publicity value
6M+
Youtube hits combined
447k
Reach on Cision
5,300,000M+
Impressions
58,000+
Clicks
19,000+
Followers gained
133M
Impressions
229%
Achievements
2.6M
Page views
UpSpring
UpSpring B2B Brand Event In New York City
ATTENDEES
NEW CUSTOMER ACQUISITION RATE
IN REVENUE
ENGAGEMENT RATE
CHALLENGE
With a limited budget and little planning time, the client wanted to host a premium B2B event for about 100 guests in downtown New York City. The selected venue was a small boutique hotel, which created difficulties for the team to design and decorate the event space due to its limited size.
STRATEGY
Planned and executed the event with four interactive manned stations that feature four signature product categories, including Prenatal, Breastfeeding, General Well-Being, and Birth/Postpartum Recovery. Sourced and secured the event venue that best resonate with the UpSpring brand. Employed six on-site bilingual staff to assist the brand with interpretation at the breakout session and promoting the UpSpring brand and products. Secured one MC, a photography crew of five, and one live model on-site.
FEATURED WORKS
19
KOLs accross Weibo and WeChat
18mm+
Impressions
250%
Achievement vs. estimate
3.9M
Publicity value
6M+
Youtube hits combined
447k
Reach on Cision
5,300,000M+
Impressions
58,000+
Clicks
19,000+
Followers gained
133M
Impressions
229%
Achievements
2.6M
Page views
SDTA
SDTA Summer TVC Campaign
TOTAL IMPRESSIONS
CLICKS
ROOM NIGHT SALES (ON CTRIP)
CHALLENGE
Millions of Chinese travelers love California, but have very low awareness of San Diego as a key California destination. Despite its appeal to American travelers, San Diego struggled to attract Chinese travelers, citing low brand awareness and proximity to larger cities like Los Angeles and San Francisco. With peak summer travel season nearing, San Diego Tourism Authority needed to overcome this challenge by increasing brand awareness and boosting room night sales.
STRATEGY
Capitalizing on the peak summer season, San Diego launched the campaign 45 days before the travel season began on seven media platforms to educate, engage, inspire, and convert travelers. SDTA’s brand concept, “Gem of California” launched consumer direct advertising in China across video, programmatic, native, and display, completely digital-driven and measurable. San Diego was the first U.S. city-level Destination Marketing Organization to create a localized video commercial specific for China. Targeting young families, the commercial captured a modern Chinese family’s trip to San Diego and was shot like a home video from the point of view of the gem of Chinese families: the daughter.
FEATURED WORKS
19
KOLs accross Weibo and WeChat
18mm+
Impressions
250%
Achievement vs. estimate
3.9M
Publicity value
6M+
Youtube hits combined
447k
Reach on Cision
5,300,000M+
Impressions
58,000+
Clicks
19,000+
Followers gained
133M
Impressions
229%
Achievements
2.6M
Page views
STFA
STFA Pantone Color Campaign
IMPRESSIONS
CLICKS
INCREASE IN FOLLOWERS OF WECHAT ACCOUNT
CHALLENGE
China’s traveler demographic is shifting. A new wave of “free and independent” travelers has emerged, leaving a lot of US destinations clueless on how to capture their interests. To meet this challenge, San Francisco Travel Association partnered with United Airlines to create an engaging and interactive campaign on WeChat.
STRATEGY
Our goal was to create a campaign that would increase San Francisco Travel Association's WeChat follower growth, enhance brand awareness for United Airlines and San Francisco, and inspire travelers to visit the city by positioning it as a unique and vibrant destination. We integrated SFTA’s communication theme, “The first time, every time,” into a WeChat campaign called Pantone Color SF, through which we increased engagement and follower retention via an interactive and creatively-driven concept. Users would give iconic locations in SF a unique color name based on emotions they felt when visiting or viewing images of these attractions. To encourage users to participate, we partnered with United Airlines were able to tre encouraged by the prospect of winning giveaway prizes.
FEATURED WORKS
19
KOLs accross Weibo and WeChat
18mm+
Impressions
250%
Achievement vs. estimate
3.9M
Publicity value
6M+
Youtube hits combined
447k
Reach on Cision
5,300,000M+
Impressions
58,000+
Clicks
19,000+
Followers gained
133M
Impressions
229%
Achievements
2.6M
Page views
Brand USA
Brand USA: See How Far You Can Go
LANDING PAGE VIEWS
UNIQUE USERS THAT PLAYED THE GAME
PLAYS
CHALLENGE
To motivate more Chinese travelers to choose the U.S. as their next destination, Brand USA needed to increase brand awareness and social media engagement on its WeChat account.
STRATEGY
In 2018, we launched a social engagement campaign, WeChat H5 mini-game for Brand USA. Similar to the well-known concept of ‘spot the difference,’ the Hylink team took this idea a step further by embedding a storytelling element to an engaging H5 game that educated Chinese users about U.S. destinations in a fun, playful manner. The game consisted of eight rounds, each featuring one U.S. destination. Users collected items throughout their journey and stored it in personalized luggage. Once users completed the game, they were assigned a particular ‘traveler type’ or persona, each of which was linked to a WeChat article which included a recommended U.S. travel itinerary.
FEATURED WORKS
19
KOLs accross Weibo and WeChat
18mm+
Impressions
250%
Achievement vs. estimate
3.9M
Publicity value
6M+
Youtube hits combined
447k
Reach on Cision
5,300,000M+
Impressions
58,000+
Clicks
19,000+
Followers gained
133M
Impressions
229%
Achievements
2.6M
Page views
SFTA
Draw Something SF Campaign For San Francisco Travel Association
NEW FOLLOWERS
ARTICLE VIEWS
TOTAL ENGAGEMENT
CHALLENGE
To inspire more Chinese travelers to visit San Francisco, SFTA needed to increase its brand awareness and user engagement on WeChat.
STRATEGY
Maintaining the theme that San Francisco is multifaceted and presents many varying degrees of travel experiences, much like a kaleidoscope, our team leveraged leading super app WeChat to run an interactive campaign that engaged Chinese users within the context of SFTA's account. Over the course of one month, an article with an abstract illustration of well-known SF attractions was posted, encouraging followers to guess the correct location by commenting. Hints were provided, and the correct answer, as well as a new illustration/question, was revealed in a subsequent post. Once the answer was revealed, an overview of the attraction was provided in an article, along with other similar and recommended spots to visit while in SF. The featured locations were grouped according to difficulty; each week, users progressed one level and hints became more difficult.Tiered gifts were awarded to winners based upon their engagement and responses, including San Francisco-branded swag (sweaters and lunch pails). And, the grand prize winner received a round-trip flight from China to SFO. Our media team placed two different paid acquisition banner ads to direct users to the campaign on SFTA's account, which helped increase our campaign reach.