Work
Brand USA
Fliggy Single’s Day Campaign
SAN FRANCISCO TRAVEL ASSOCIATION
“Love” Campaign
SAN FRANCISCO TRAVEL ASSOCIATION
CTRIP Fall Campaign
San Francisco Travel Association
Summer KOL Campaign
LAS VEGAS X HAINAN AIRLINES
Fliggy Campaign
Fliggy Single’s Day Campaign
INCREASE IN BOOKINGS
INCREASE IN SALES OF US TRAVEL PRODUCTS FROM THE YEAR PRIOR.
IMPRESSIONS
TOTAL ENGAGEMENTS
Background
China’s Single's Day serves as world’s largest online shopping event, with 2017 observing a record-breaking $25.3 billion spent in just 24 hours. Created by e-commerce giant Alibaba, the extravaganza takes place every year on November 11 (11/11). Hylink facilitated a partnership with Brand USA and Alibaba’s rapidly-expanding travel portal, Fliggy, to implement a Single’s Day campaign to attract Chinese millennials – the country’s most active group of outbound travelers. Our campaign was the first instance in which a western country participated as a single destination for Single's Day, with Fliggy featuring an array of American travel products on its website. The campaign, named “Secret Journey,” stands as China’s #1 travel campaign to date with 55x ROI.
Objectives
Promote destinations such as Hawaii, San Francisco, Las Vegas, San Diego, Michigan and Disney in an effort to boost sales of U.S. travel products during Single’s Day.
Strategies
Hylink initiated a 360° campaign promoting U.S. destinations and products by leveraging enticing creative, social, and media on mobile. Hylink conceptualized and developed all visual assets and key messaging components, tailoring the content to fit Fliggy’s target audience – millennial travelers. We created unique banners for each destination, utilizing top Chinese travel KOLs to create buzz. We also initiated various taglines to enable different partners to communicate the unique facets of each destination.
FEATURED WORKS
CTRIP Fall Campaign
INCREASE IN BOOKINGS
Summer KOL Campaign
INCREASE IN BOOKINGS
INCREASE IN SALES OF US TRAVEL PRODUCTS FROM THE YEAR PRIOR.
IMPRESSIONS
TOTAL ENGAGEMENTS
Background
To capitalize on the popular summer travel season, San Diego Tourism Authority (SDTA) launched a summer campaign across multiple platforms to capture their target audience. For this portion of the campaign, KOLs from Weibo and WeChat were utilized to promote San Diego’s brand messaging and educate potential travelers about the city.
Objectives
With the rise of social media marketing and advertising, Hylink seeks to stay ahead of the competition by providing clients with the best-in-class social reporting and measurement. KOLs (Key Opinion Leaders, also known as “influencers”) are becoming a true force in the China advertising space, but accurately measuring their impact has proven difficult for many agencies. As an increasing number of KOLs gain prominence, it is evermore crucial for brands to have the ability to gauge the performance of their investments.
Strategies
We developed a measuring and reporting system to effectively evaluate KOL performance, called KAPE (KOL Aggregate Performance Efficiency). The KAPE index is an advanced approach to effectively and precisely calculate the cost-efficiency of investments in KOLs. For San Diego’s Summer campaign, KAPE was the primary evaluation tool to decide which KOLs to partner with.
FEATURED WORKS
