Brand USA

“Feel The USA” Campaign

Results

529M+
total impressions
200M+
total social content view
20M+
total audience of PR release

Background

Amongst all the popular long-haul destinations, to keep the USA on top of the Chinese traveler’s mind, while improving GoUSA account’s follower growth and SOV on the social platforms.

Strategies

Hylink has created a “Feel the USA” campaign to showcase the USA's unique offerings and communicate a welcoming message towards Chinese travelers.

Hylink partnered with Sina Weibo to shoot a 5-episode travel show, featuring a famous Chinese celebrity & singer Jane Zhang’s travel experience in the USA. The video series were launched on Weibo with multi-touchpoint paid media support, including feed ads and KOLs. In parallel, Hylink launched PR initiatives to amplify overall campaign impact.

The phase II has served to keep up the campaign momentum, which is mainly made of a social engagement campaign encouraging users to further engage with GoUSA’s social accounts and review the videos on the campaign landing page. With paid media support from Weibo and programmatic buy, the campaign has also made it to reach a broader audience and potential US travelers across different platforms.

More Work