Hawaiian Airlines:
Weibo Acquisition Campaign

Background

As part of its summer social acquisition campaign, Hawaiian Airlines launched a giveaway contest on Weibo to attract new followers and promote their brand.

Creatives

Objective

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

Strategies

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.

Key Results

5M
impressions
58K
clicks
19k
new followers
(29% increase)