Objective:
Expand LA Tourism's WeChat follower base and drive conversions through an engaging, interactive H5 campaign, building on their existing loyal audience.

Strategy & Execution:

• Created a multi-partner campaign (Asiana Airlines, Disneyland) to amplify reach

• Designed a fun, incentive-driven H5 experience featuring a lucky draw mechanic

• Leveraged LA Tourism's content expertise to ensure brand-aligned messaging

Results:

• 1.7M impressions – Significant brand visibility boost

• 17,000 H5 engagements – Strong audience interaction

• 1,900+ lucky draw participants – High incentive conversion

• 500+ referral clicks to partners → 30 Disney ticket sales (¥1,241 each)

• Added value for secondary partners (Fairmont, Citadel Outlet)

My Role:

• Led end-to-end campaign planning from concept to execution

• Developed core creative: theme, slogan & engagement mechanics

• Managed cross-functional production (design + tech teams)

• Ensured partner alignment and brand compliance

• Drove LA Tourism's social media strategy throughout

Impact:
The campaign successfully transformed LA Tourism's engaged WeChat community into a conversion channel, while establishing a scalable model for future collaborative promotions. The strategic partner involvement created multiplicative exposure, proving the value of co-branded travel incentives.