China Southern Airlines

Forging an emotional connection with an international audience

Sector

Travel & Hospitality

capabilities

Social & KOL

Brand Growth

China Southern Airlines flies regularly to major U.S. airports like JFK, LAX, and SFO. However, its brand recall and social engagement falls behind greatly when compared to other international carriers in the U.S.. To revitalise the brand’s image and build its online communities on mainstream social channels, we designed a multi-stage campaign that bridged the airline's Chinese heritage with U.S. travellers’ travel needs.

Finding the common ground between Chinese hospitality and American travel needs

We researched attributes of U.S. travellers, looking into their travel habits and motivations. These were then mapped against traditional Chinese hospitality culture to develop content themes for the campaign.

Building an engaging brand content library

With the identified content themes, a full library of high-quality branded content was developed to showcase China Southern Airlines’ flight experience and travel destinations. A long-form video featuring behind-the-scenes footage of the assembly of their A350-900 fleet was also used to showcase the airlines’ commitment to both flight safety and customer experience.

Using region-specific ad products to drive conversion

Using Facebook’s U.S. specific ad products, we built a comprehensive three-phase campaign to drive awareness and website visits by U.S. based travellers searching for destinations covered by China Southern’s flight network.

RESULTS

3.3M

themed ad impressions

100M+

value of ticket sales converted during the campaign period (RMB)

300%

increase in active fans on China Southern Airlines’ social channels
Forging an emotional connection with an international audience

China Southern Airlines

Inside the Meetsocial storytelling campaign that drove two billion post views and more than one billion RMB in ticket conversions across the American market.
3.3M+ themed ad impressions
1B+ RMB in ticket conversion value
2B post views
Finding the common ground between Chinese hospitality and American travel needs
We researched attributes of U.S. travellers, looking into their travel habits and motivations. These were then mapped against traditional Chinese hospitality culture to develop content themes for the campaign.
Building an engaging brand content library
Let’s Get To Work
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