Challenge

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China Southern Airlines sought to revitalize its corporate image and boost brand awareness in the highly competitive US market. Despite its global reach, the airline faced low recognition and limited social media engagement compared to other major international carriers.

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How We Helped

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We came up with a comprehensive strategy to build an emotional connection with both Chinese and American audiences. This strategy helped establish an emotional connection and increased engagement with the brand in the US market:

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• Culturally relevant storytelling: Crafted themes that resonated with diverse audiences, blending brand-centric storytelling across social media platforms.
• Engaging content: Produced behind-the-scenes footage of China Southern Airlines’ A350-900 aircraft, along with stories highlighting exceptional travel experiences.
• Tailored three-stage strategy: Launched a three-phase campaign focused on awareness, website visits, and conversion optimization, using a mix of Facebook ad products specifically designed for the U.S. market.

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Results

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By using storytelling and targeted digital strategies, Meetsocial significantly enhanced China Southern Airlines’ US presence and brand recognition:

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• 3.3M+ themed ad impressions
• 1B+ RMB in ticket conversion value
• 2B post views
• 300%+ increase in active fans