San Diego Travel Association:
Summer KOL Campaign

Background

To capitalize on the popular summer travel season, San Diego Tourism Authority (SDTA) launched a summer campaign across multiple platforms to capture their target audience. For this portion of the campaign, KOLs from Weibo and WeChat were utilized to promote San Diego’s brand messaging and educate potential travelers about the city.

Creatives

Objective

With the rise of social media marketing and advertising, Hylink seeks to stay ahead of the competition by providing clients with the best-in-class social reporting and measurement. KOLs (Key Opinion Leaders, also known as “influencers”) are becoming a true force in the China advertising space, but accurately measuring their impact has proven difficult for many agencies. As an increasing number of KOLs gain prominence, it is evermore crucial for brands to have the ability to gauge the performance of their investments.

San Diego: California Concentrated Brand Concept

San Diego’s goal was to be portrayed as the one-stop destination for Chinese travelers to experience all of California’s desirable attributes in one place. Knowing this, the Hylink team applied the theme “California Concentrated,” to San Diego’s brand to further promote the region’s many offerings.

In 2019, we took “California Concentrated” a step further, with the hopes of communicating San Diego’s less familiar attributes that offer travelers unique experiences they can’t obtain anywhere else, with particular emphasis on outdoor and adventure activities. With this in mind, the team devised a new communication message, “The Gem of California.”

Strategies

We developed a measuring and reporting system to effectively evaluate KOL performance, called KAPE (KOL Aggregate Performance Efficiency). The KAPE index is an advanced approach to effectively and precisely calculate the cost-efficiency of investments in KOLs. For San Diego’s Summer campaign, KAPE was the primary evaluation tool to decide which KOLs to partner with.

Key Results

19
KOLs across Weibo and WeChat
18M
impressions
250%
achievement vs. estimate
47K
total engagement