Case Study

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.

Results

9,100+
New followers
7,600+
Article views
700+
Total Engagement

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HYLINK THINKS
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