Mailman Chinese Social Media Case Study: Discover America

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With the help of Mailman (mailmangroup.com), GoUSA gets on Chinese social media, allowing them to communicate with fans, drive traffic to their website, and promote tourism to the USA for Chinese tourists.

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Mailman Chinese Social Media Case Study: Discover America

  1. 1. www.kawo.com Bridging Chinese Social Media CASE STUDY Discover America Powered by www.mailmangroup.com
  2. 2. www.kawo.com Discover America is the official tourism marketing program of the USA www.mailmangroup.com
  3. 3. www.kawo.com With 100m+ tourists expected to spend over $100bn+ abroad next year, China is a huge market. www.kawo.comwww.mailmangroup.com
  4. 4. www.kawo.com The USA is #popular on social media, where most Chinese tourists go to plan trips. www.mailmangroup.com
  5. 5. www.kawo.com ...but with & blocked, & no Chinese social media accounts, how could Discover America reach China’s tech-savvy tourists? www.kawo.comwww.mailmangroup.com
  6. 6. www.kawo.com That’s where came in www.kawo.comwww.mailmangroup.com
  7. 7. www.kawo.com In only 180 days... www.kawo.com +1m fans across social media 40 average number of reposts per post +250K visitors to their new, Chinese website www.mailmangroup.com
  8. 8. www.kawo.com How we did it... www.kawo.com Content pulled, translated, & posted existing content Design designed profiles on Sina & Tencent Contests engaged fans & connected social media to website to drive and grow social engagement www.mailmangroup.com
  9. 9. 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
  10. 10. www.kawo.comwww.kawo.com We also designed profile and background images to maximize local appeal
  11. 11. www.kawo.comwww.kawo.com Using the new Chinese language website that Mailman Group launched for inspiration
  12. 12. www.kawo.com Fans could use their social media accounts to create trips www.kawo.com
  13. 13. www.kawo.com Which they shared on social media, Which they shared on social media... www.kawo.com ...creating organic buzz
  14. 14. www.kawo.com driving even more engagement to Discover America’s own accounts & website comments & shares in the past 30 days www.kawo.comwww.mailmangroup.com
  15. 15. www.kawo.comwww.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.mailmangroup.com
  16. 16. www.kawo.com Discover if your brand is popular in China, get a FREE personalised report: kawo.com/free-report www.mailmangroup.com
  17. 17. www.kawo.com Brought to you by Mailman Group Socializing Business www.mailmangroup.com

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