The first social contest of Welcome Chinese
by Welcome Chinese
China Market Social Network
In July, Welcome Chinese held the first contest actively involving Chinese users on Chinese social media platforms. Here is how it worked.
MEANS AND PURPOSES - Our partner IHG agreed to offer a 4-night stay at Hotel Indigo Singapore Katong. International flights were also included. The aim was to raise awareness towards this valued partner. The task for the Chinese users of Weibo – a popular micro-blogging social media, where the activity of opinion leaders is very intense – and WeChat was to post a picture of themselves traveling overseas, portrayed in the company of a foreigner.
FIRST PHASE – The contest started on Weibo and the topic of the post – the story behind the picture – was how Chinese overseas travelers can be helped and supported, thus enjoying even more their stay abroad. Qunar, a major Chinese online travel agency, already partnered with Welcome Chinese, shared the contest on its own profiles. At this stage, selected Weibo’s influencers (or KOLs, key opinion leaders) forwarded the posts individually.
SECOND PHASE - The Shanghai team of Welcome Chinese was the jury. We selected 30 posts among all the ones that were published, and then moved the contest to Wechat. Participants were asked to repost, mustering all their strength, so they could obtain the highest number of positive comments and “likes” from the community. At the end, the winner was publicly declared and the prize was awarded.
RESULTS - The whole activity was also supported through its social accounts by CTA, the main sponsor of Welcome Chinese within the national tourism board of China. Results were meaningful, especially in terms of ROI (return of investment), raising the followers base and promoting the hotel among Mandarin-speaking consumers, also thanks to the adoption of a Chinese friendly standard of service.
THE NEXT CANDIDATE: YOU? Would you like to recommend your hotel for a contest on Chinese social media? Contact our office in China and learn how it works. You can write to firstname.lastname@example.org