Sina Weibo Campaign: Four Seasons Hotels x Union Pay China

To celebrate the global partnership of Union Pay and Four Seasons Hotels and Resorts, I proposed a tactical campaign to run on the corporate weibo channel ran for seven days from Nov 26- Dec 2, 2012.

The objective was to double the current fan numbers 5000+ to 10,000. We nearly tripled the number reaching 14400+ fans at the end of the seven day campaign.

Key learnings:

1. Although Union Pay had over 530K fans on their weibo, we learnt in the first two days of the contest that the engagement rate of their fans are very low, generating only 31 forwards over the contest period.

2. Attractive prizes gave the contest legs and kept participants engaged all the way till results were announced.

3. Reaching out to the right influencers in the lifestyle/travel/luxury on weibo and leveraging personal relationships with friends in the media circle helped propel the campaign forward.

4. Running a campaign for a week was right, anything longer eg 2 weeks would have continued to increase fans, but we would have lost high engagement. People would not have to wait too long to hear if they won either.

we broke our target mark of 10K on Nov 30, the day of highest engagement. We increased fans by over 73%, engagement rate continued at it’s peak 93%, up from the day before 0.74% (which means the jump lies in the fact that our influencers gave it a push). Number of impressions 159036.

Juliana Loh

Juliana is a freelance marketing communications strategist with more than a decade of experience in the field of advertising, journalism and luxury hospitality, with a focus on China and the Asia Pacific region.

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