VISA China launched a travel-focused campaign which highlighted scenic spots and points of interests in a number of popular destination cities. This campaign successfully reached out to Chinese VISA cardholders by recommending scenic travel sites around the globe and offering free VISA bikes rentals equipped with GPS in designated campaign cities to assist them on their journey.
Traveling Weibo and Wechat users were invited to engage with Visa China social media channels while visiting Melbourne, Sydney and Seoul—providing a holistic online and offline travel experience.
What You’ll Learn
This VISA Campaign Report reviews how the brand launched a Weibo App to align with both Weibo and WeChat users, drive a successful UGC campaign, create a unique hashtag which was viewed 33 million times, and support a campaign video that went viral with 12 million views.
- Weibo: See how VISA created a interactive travel app on Weibo exploring over a hundred locations across Seoul, Melbourne and Sydney.
- WeChat: Discover how VISA adapted travel content to their WeChat account to inspire users to try their Weibo app via WeChat’s interface.
- Youku: See VISA’s viral video as well as the engagements that sprung before and after it, contributing to its viral success.
- KOL: VISA worked with two top KOLs, sending them to Melbourne to create their campaign video. See how these KOLs were integrated into the campaign successfully and inspired engagement and user generated content from VISA’s audiences.