Challenge

As part of its summer social acquisition campaign, Hawaiian Airlines launched a giveaway contest on Weibo to attract new followers and promote their brand. Hylink conceptualized a using promoted media to encourage users to participate in a travel giveaway. By posting photos of their best representation of "Hawaiian style" on Weibo, users were placed in the running to win two round-trip tickets to Honolulu.

Increase Hawaiian Airlines’ followers on Weibo while simultaneously reaching a wider audience and forging further connections with the brand.

Strategy

Launched a giveaway contest on Weibo with two free HA tickets as prize. To boost participation, paid media was utilized to drive more users to participate in the contest. A hashtag page was also created for users to post their Weibo.

Results

5M
impressions
58K
clicks
19K
new followers

Next Project

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