Objective:
Leverage Xiaohongshu's influence among Chinese travelers to generate social buzz and convert engagement into ticket sales on major Chinese OTAs (Fliggy, Ctrip, KKday, Klook).

Strategy & Execution:

• Designed a KOC (Key Opinion Consumer)-driven campaign to authentically showcase Disneyland experiences

• Developed shareable content formats optimized for RED's discovery-driven ecosystem

• Created seamless pathways from social content to OTA ticket purchases

Results:

• 8.7M impressions (128% of KPI, +2M over target)

• 1.15M campaign page views

• 102 high-performing RED posts driving authentic engagement

• 16-100%+ YoY sales growth across all partner OTAs

My Contributions:

• Led campaign ideation: developed core concept, slogan, and engagement mechanics

• Managed end-to-end production, coordinating creative and technical teams

• Curated and negotiated with KOC influencers for authentic amplification

• Ensured platform compliance across RED, Visit California, and Brand USA

• Established performance tracking across social and OTA ecosystems

Impact:
The campaign successfully transformed social media enthusiasm into measurable business results, proving the power of RED's platform for driving both engagement and conversions. The strategic KOC approach delivered authentic advocacy that resonated with Chinese travelers, while the OTA integrations created a clear path to purchase - establishing a replicable model for destination marketing to China's lucrative travel market.