Comms8 took Hainan to the heart of European travellers

BRIEF

Hainan, an island province in Southern China, is known for its tropical climate, beach resorts and forested, mountainous interior. Its official tourism department wanted to expand the promotion of Hainan travel amongst the European tourists. Comms8 was tasked to take charge of then newly established social media handle @ThisIsHainanGov for its content management and to acquire more fans.

STRATEGY

Bespoke thematic content creation strategy: Around the travelling experiences in Hainan, we developed social media content through 4 themes to showcase the vibrancy of the place. Together with a photo-based content creation competition, we were able to drive user-generated content (UGC) to raise brand awareness.

Influencer engagement & outreach: Starting with KOL selection, we collaborated with 8 top-tier Europe-based travel & lifestyle related influencers for a week-long ‘vacation’ to Hainan. Experiencing the place first-handed, these influencers were able to tell the story of Hainan through their eyes and created authentic content based on the likings of their audience and followers.

Check out what we did for the campaign:

RESULT

The campaign was immediately considered a success, with Comms8 exceeding every target given by an average of 1077.2%.

Comms8 generated over 90 organic posts, secured 264 influencer posts (including posts from influencers not on the trip) and over 2 million organic impressions.

The campaign itself generated over 10,000 followers, over 180,000 engagements, and an impressive overall engagement rate of 7.9%.

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Contact us to discuss how Comms8 can help your brand grow in Europe and Asia.

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