To help Scoot, the low-cost arm of the Singapore Airlines Groupunderstand more about its millennial traveler preferences in the lower-tierregions in China, WE Red Bridge developed a highly interactive mobile campaignand launched it through Scoot’s official WeChat account, a major social mediaplatform in China.
Inspired by how outbound travel is increasingly seen as an indicator ofquality of life and personal identity amongst today’s Chinese millennials, ourYOU/Scoot campaign took our fans on an interactive journey to create customizedtravel resumes to show off their recent travel credentials and future travelambitions.
A total of 2,100 travel resumes were generated and showed off in just amonth, attracting close to 4,500 additional fans to follow Scoot. Scootobtained crucial travel behavior stats about their core audiences through thecampaign.
It’s all in the numbers.
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