- Strategy
- Creative
- Social Media
- Influencer Marketing
- Media Placements
Challenge
To capitalize on the popular summer travel season, San Diego Tourism Authority (SDTA) wanted to launch a campaign across multiple platforms to help promote San Diego’s brand messaging, educate potential travelers about the city and capture their target audience.
Including accurately tracking KOL impact while elevating the brand of San Diego above its more famous in-state competition.
Solution
Hylink mined its deep influencer library and selected a handful of KOL’s from popular Chinese social media sites Weibo and WeChat who were emerging as difference makers in the China advertising space. We developed a proprietary, hyper-accurate measurement and reporting system, The KAPE Index (KOL Aggregate Performance Efficiency) to effectively monitor the cost-efficiency of each aspect of the campaign.
Results
San Diego was the first U.S. city-level Destination Marketing Organization to create localized video content for China.
18M+Impressions
250%Achievement vs Estimate
47K+Total Engagements
Take a look at some
of our work
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