Brand USA

See How Far You Can Go Campaign

Results

13.5M
Impressions

Background

Motivate more Chinese travelers to choose the U.S. as their next destination, Brand USA needed to increase brand awareness and social media engagement on its WeChat account.

Objectives

Motivate more Chinese travelers to choose the U.S. as their next destination, Brand USA needed to increase brand awareness and social media engagement on its WeChat account.

Strategies

We created a WeChat H5 mini-game for Brand USA based on the well-known concept of ‘spot the difference’ and embedded a storytelling element that educated Chinese users about U.S. destinations in a fun and playful manner. The game consisted of eight rounds, each featuring one U.S. destination. Users collected items throughout their journey and stored it in personalized luggage. Once users completed the game, they were assigned a particular ‘traveler type’ or persona, each of which was linked to a WeChat article which included a recommended U.S. travel itinerary.

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