For Chinese brands looking to expand abroad, a key challenge is always in introducing its brand philosophy, which typically is deeply grounded in Chinese culture. Hainan Airlines, one of China’s largest carriers, faced exactly this when introducing its corporate social responsibility (CSR) commitments and cultural identity to its international audiences. Furthermore, as communicating any CSR messaging through paid media alone would have come across as promotional instead of genuine, we built a social campaign that focused on earned engagement and creator-led content.