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Taking off on Chinese Social Media
Case 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
50K
followers across
social media
12 months later...
180k
monthly visits
5m+
impressions across
social media
Website
created Chinese website
to educate & involve
the expanding fanbase
How we did it...
Engagement
used social media
c...
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
...
www.kawo.com
Brought to you by Mailman Group
Socializing Business
www.mailmangroup.com
For more information, contact info@...
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Case Study on Chinese Digital Marketing: 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.

Published in: Internet, Technology, Business
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Case Study on Chinese Digital Marketing: American Airlines

  1. 1. Taking off on Chinese Social Media Case Study: American Airlines
  2. 2. America is among the top destinations for Chinese tourists
  3. 3. American Airlines wanted to find a way to stand out from their competitors
  4. 4. but because of a tight global economy, limited budget
  5. 5. and language barrier... 你会说中文吗?
  6. 6. it was largely an unknown brand in China. ???
  7. 7. That’s where MAILMAN came in
  8. 8. 50K followers across social media 12 months later... 180k monthly visits 5m+ impressions across social media
  9. 9. Website created Chinese website to educate & involve the expanding fanbase How we did it... Engagement used social media channels to start conversations Campaigns promoted game through local sports channels & ran contests
  10. 10. The website housed content designed to educate, engage & associate the brand with traveling to America
  11. 11. We harnessed the influence of Key Opinion Leaders (KOLs) to drive engagement on social media
  12. 12. And promoted American Airlines through media campaigns with prizes to increase exposure
  13. 13. 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.
  14. 14. www.kawo.com Brought to you by Mailman Group Socializing Business www.mailmangroup.com For more information, contact info@mailmangroup.com

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