San Francisco Travel Association:
“Love” Campaign

Background

With 2017 serving as the 50th Anniversary of "Summer of Love," SFTA engaged Hylink to drive its Weibo followers to the organization’s newly verified WeChat account through an effort deemed the “Love Campaign.” Our team viewed the occasion as an opportunity to further communicate a key message – #MyLoveMySF – in May a campaign that conveyed a shared love of the city's harmony, variety, progress, multiculturalism, and the environment.

With nearly 400 million users on Weibo's platform, Hylink sought to leverage this engaged user base and direct the audience toward SFTA's WeChat account, in an effort to generate impressions and acquire new followers through feed ads and KOLs (Key Opinion Leaders, i.e. Influencers). Throughout the campaign planning and implementation processes, the Hylink team maintained the theme of love throughout the creative, digital, and content aspects of the campaign.

Creatives

Objectives

Promote San Francisco as a destination by driving SFTA Weibo followers to its newly opened WeChat account.

Strategies

We invited Weibo users to share their love stories in forms of text, photos, and videos through the campaign page, as well as following SFTA’s new WeChat account. Participants will have the opportunity to win a free trip to San Francisco. We also invited 5 KOLs on Weibo to repost the campaign and Weibo paid ads ran for a whole month to generate maximum impressions.

Key Results

20M
impressions
4M
video views
20%
engagement rate
1K
participants
7K
WeChat followers gained
6K
Weibo followers gained