The challenge

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For Chinese brands taking their story abroad, the hardest part is rarely the budget. It is translation, not of language, but of philosophy. Hainan Airlines, one of China's largest carriers, faced exactly this challenge when it set out to introduce its corporate social responsibility commitments and cultural identity to international audiences. The brief was clear: move beyond traditional advertising and let trusted local voices carry the message.

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The strategy

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Why CSR storytelling is hard to export‍

Hainan Airlines' corporate philosophy draws on values that resonate strongly at home but can feel abstract to audiences unfamiliar with the brand. Communicating these themes through paid media alone risked feeling promotional rather than authentic, so the team prioritised earned engagement and creator-led content.

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The campaign that followed combined long-form storytelling, influencer marketing and real-time engagement into a single, integrated push.

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Video storytelling‍

The team produced 15 promotional videos that wove Hainan Airlines' brand identity together with its corporate values, designed to spark conversation rather than push product.

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Influencer partnerships

Instagram Stories were published in collaboration with prominent creators selected for cultural fit and audience overlap with Hainan Airlines' target routes.

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Live broadcasting

Instagram Live was used to drive real-time interaction and conversion, allowing audiences to ask questions and engage directly with creators and brand representatives.

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Results

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Across the activation, the campaign delivered:

• More than 35,000 online video views
• 1.2 million in offline advertising reach
• 339,000 KOL video views
• More than 40,000 public event participants
• More than 100,000 social media topic mentions
• 116 reports by worldwide mainstream media

Influencer-led storytelling can carry CSR messaging across borders more effectively than corporate advertising, provided creators are matched to brand values rather than just follower counts. The blend of pre-produced video, hosted Stories and live engagement created several entry points for audiences at different levels of brand familiarity. If your brand is looking to elevate your brand presence, speak to our team.

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