Social media and digital marketing company Mailman Group was tasked with creating a content rich community for the iconic American Airlines. Instead of pushing the ‘buy me, buy me’ promotional messages that plague the Internet today, we invested in ‘valued’ content that would drive longer engagement and established AA as a the airline you cannot fly without. Populated by students with ambitions of a USA trip, the website, social media channels, and campaigns set the standard in future content driven communities in China.

1. Taking off on Chinese Social Media
Case Study:
American Airlines

2. America is among the top
destinations for Chinese tourists

3. American Airlines wanted to find a
way to stand out from their
competitors

4. but because of a tight global economy,
limited budget

5. and language barrier...
你会说中文吗？

6. it was largely an unknown brand in
China.
???

7. That’s where MAILMAN came in

8. 50K
followers across
social media
12 months later...
180k
monthly visits
5m+
impressions across
social media

9. Website
created Chinese website
to educate & involve
the expanding fanbase
How we did it...
Engagement
used social media
channels to start
conversations
Campaigns
promoted game
through local sports
channels & ran contests

10. The website housed content designed to educate, engage & associate the
brand with traveling to America

11. We harnessed the influence of Key Opinion Leaders
(KOLs) to drive engagement on social media

12. And promoted American Airlines through media
campaigns with prizes to increase exposure

13. With Mailman’s help, American Airlines
created a Chinese portal, not only providing
information about the brand, but also
acting as a network for young, active
Chinese to connect with other, plan trips
and share insights, ensuring that the
product remained socially driven and
accepted by peers.

14. www.kawo.com
Brought to you by Mailman Group
Socializing Business
www.mailmangroup.com
For more information, contact info@mailmangroup.com