Being that travel was restricted due to the COVID-19 pandemic, SF Travel's objective was to keep its social presence active and increase destination awareness among Chinese audiences in this particular period.
We created a hashtag campaign, #SFThroughMyMemories, on SF Travel's official Weibo account. The campaign encouraged followers to share and post images or videos of their best San Francisco memories with the hashtag. SF Travel reposted all qualified posts on the official account. As a result, the posts received the most number of likes, and we gifted the posts followers with a unique San Francisco gift.