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 info@mailmangroup.com