Case Study on Chinese Digital Marketing: American Airlines
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Taking off on Chinese Social Media Case Study: American Airlines
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Social media and digital marketing company Mailman Group was tasked with creating a content rich community for the iconic American Airlines. Instead of pushing the ‘buy me, buy me’ promotional messages that plague the Internet today, we invested in ‘valued’ content that would drive longer engagement and established AA as a the airline you cannot fly without. Populated by students with ambitions of a USA trip, the website, social media channels, and campaigns set the standard in future content driven communities in China.
Transcript of Case Study on Chinese Digital Marketing: American Airlines
Taking off on Chinese Social MediaCase Study: American Airlines
America is among the top
destinations for Chinese tourists
American Airlines wanted to find a
way to stand out from their
competitors
but because of a tight global economy,
limited budget
and language barrier...
你会说中文吗？
it was largely an unknown brand in China.
? ??
That’s where MAILMAN came in
50Kfollowers across
social media
12 months later...180kmonthly visits
5m+impressions across
social media
Websitecreated Chinese website
to educate & involve
the expanding fanbase
How we did it...Engagement
used social media
channels to start
conversations
Campaignspromoted game
through local sports
channels & ran contests
The website housed content designed to educate, engage & associate the
brand with traveling to America
We harnessed the influence of Key Opinion Leaders
(KOLs) to drive engagement on social media
And promoted American Airlines through media
campaigns with prizes to increase exposure
With Mailman’s help, American Airlines created a Chinese portal, not only providing
information about the brand, but also acting as a network for young, active
Chinese to connect with other, plan trips and share insights, ensuring that the product remained socially driven and
accepted by peers.
www.kawo.com
Brought to you by Mailman Group
Socializing Business
www.mailmangroup.comFor more information, contact [email protected]
