Sheng Li Digital Publishes Results of KLM Royal Dutch Airlines Marketing and Advertising Campaigns Using Chinese Social Media to Engage with Chinese Customers

Share Article

Sheng Li Digital helped KLM develop a unique approach to Chinese marketing and advertising, that helps them engage with 1.5 million UK-based Chinese using social media.

KLM Chinese Social Media Marketing and Advertising

KLM is using Chinese social media channels to reach potential Chinese customers.

The Chinese consumer uses social media differently than the Western consumer, in that the Chinese user talks about their experiences 10x more frequently.

Sheng Li Digital is a multi-cultural marketing and advertising agency specializing in helping brands reach Chinese customers. Sheng Li Digital helped KLM Royal Dutch Airlines successfully use Facebook and Weibo—one of the most popular websites in China—to advertise their UK-to-China flight routes. The agency helped the airline run innovative Chinese language campaigns that were extremely effective in targeting over one and a half million Chinese speakers in the UK, and were focused on reaching people who wanted to visit their families in China.

Read the case study.

KLM UK engaged with Sheng Li Digital, with ten campaigns running from November 2014 through February 2015. These campaigns included a ‘Home for the Holidays’ promotion and a Chinese New Year campaign, incorporating sponsored posts, curated content, and social media contests.

Says Chris Breikss, President of Sheng Li Digital, "The Chinese consumer uses social media differently than the Western consumer, in that the Chinese consumer talks about their experiences 10x more frequently. They also share more photos and more videos with their social networks much more broadly than their Western counterparts. Brands who don’t utilize Chinese social media platforms are missing out on a huge opportunity."

One of the highlights of the campaign was the ‘Winter Break Contest’, which asked Weibo users why they wanted to fly home for the holidays combined with a hashtag. Hundreds of fans shared personal, heartfelt micro-stories on Weibo, showing how strongly the contest resonated with the target audience. Prizes for the contest included flights to China from the UK, and the contest was shared 475 times. This is incredible engagement for an international brand engaging on a Chinese-specific social media platform.

Sheng Li Digital has published a final report for the campaigns and has published it live on with permission from KLM.

For further information, please contact:

Vickie Hsieh
Sheng Li Digital
+1 (888) 642-6765 x7610

About Sheng Li Digital

Sheng Li Digital is an ethnic marketing and advertising agency specializing in campaigns that reach the Chinese demographic. With offices in New York, Toronto and Vancouver, Sheng Li Digital is a one-stop shop for Chinese marketing and advertising campaigns. Services include; Chinese website creation, branding, search engine marketing in Baidu and Google, WeChat advertising, media buying, content development, translation and social media community management including Weibo and WeChat. Translated from Mandarin to English, ‘sheng li’ means ‘victory’—and the agency promises triumph for companies targeting potential customers in China as well as targeting Chinese-speakers in other countries.

Twitter: @shenglidigital

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Vickie Hsieh

Chris Breikss
Follow >
Sheng Li Digital
Like >
Follow us on
Visit website