Published on February 18, 2014
Bridging Chinese Social Media CASE STUDY Discover America www.kawo.com www.kawo.com
Discover America is the official tourism marketing program of the USA www.kawo.com
With 100m+ tourists expected to spend over $100bn+ abroad next year, China is a huge market. www.kawo.com www.kawo.com
The USA is #popular on social media, where most Chinese tourists go to plan trips. www.kawo.com
...but with & blocked, & no Chinese social media accounts, how could Discover America reach China’s tech-savvy tourists? www.kawo.com www.kawo.com
That’s where came in www.kawo.com www.kawo.com
In only 180 days... +250K +1m 40 visitors to their new, fans across social average number of Chinese website media reposts per post www.kawo.com www.kawo.com
How we did it... Content Design Contests pulled, translated, & posted existing content designed profiles on Sina & Tencent engaged fans & connected social media to website to drive and grow social engagement www.kawo.com www.kawo.com
Discover America’s Facebook page is full of rich & engaging content, which KAWO’s platform was able to repurpose for Chinese social media www.kawo.com
We also designed profile and background images to maximize local appeal www.kawo.com www.kawo.com
Using the new Chinese language website that Mailman Group launched for inspiration www.kawo.com www.kawo.com
Fans could use their social media accounts to create trips www.kawo.com www.kawo.com
Which they shared on social media, driving even more engagement to Discover America’s own accounts & website comments & shares in the past 30 days www.kawo.com www.kawo.com
By bridging the Chinese social media gap, KAWO allowed Discover America to promote tourism and give fans a way to communicate with them! www.kawo.com www.kawo.com
Discover if your brand is popular in China, get a FREE personalised report: kawo.com/free-report www.kawo.com
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