Challenge

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Hainan Airlines (HNA) aimed to showcase its corporate values, particularly its commitment to social responsibility, to global audiences through a social media campaign. As a Chinese company, HNA faced challenges in effectively communicating its philosophy and cultural identity to international markets.

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How We Helped

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We developed a comprehensive strategy combining video storytelling, influencer (KOL) partnerships, and live broadcast advertising:

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• Video storytelling: Created 15 promotional videos that blended HNA’s corporate values with branding, encouraging interaction on social platforms.
• Influencer partnerships: Collaborated with prominent Instagram personalities, publishing 10 engaging Stories to spark discussion and raise awareness.
• Live broadcast: Leveraged Instagram’s live broadcast feature to drive real-time engagement and conversions, boosting the overall reach and participation.

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This integrated campaign effectively showcased HNA’s corporate responsibility and culture, aligning with their goal of reaching global audiences.

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Results

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By leveraging social media KOLs, Hainan Airlines enhanced its global reputation and effectively convey its corporate values to international audiences:

• 35,000+ online video views
• 1.2M+ offline ad reach
• 339,000+ KOL video views
• 40,000+ public event participants
• 100,000+ social media topic mentions
• 116 reports by worldwide mainstream media