Works

Celebrity Influencer FAM

Target audience: Chinese Millennials

10

Hawaiian Partners

610K

PR Value (USD)

13

Million Views

1

Million Weibo Fans

The Story

Time to Get Fit and Fabulous

As the founder of leading Millennial women’s network CHENZAO, author of several best-selling motivational ladies’ books and fitness social influencer, Wang Xiao is a popular name among young Chinese women. And with a massive Weibo following of over 1 million, she is certainly a force to be reckoned with.

To reach out to a whole new generation of travelers, Hawai’i Tourism China invited Wang Xiao to The Hawaiian Islands, where she tried out numerous outdoor sporting activities, including surfing and wakeboarding. At the same time, she shared her fun moments with fans!

 


The Goal

Happy Healthy Hawai’i Sporting Showcase

We invited Wang Xiao to experience active Polynesian life and try out a variety of sporting activities that are unique to the Hawaiian Islands.

We also wanted to take this opportunity to introduce Hawai’i as a fun place to soak in the radiant rays – perfect for young adults who take their fitness regimen seriously.


The Solution

Shape Up with Wang Xiao!

To reach out to the next generation of travelers, we harnessed the power of Wang Xiao’s influence to engage the target audience by hosting a celebrity influencer familiarization trip to the islands of O’ahu and Maui. This initiative was in-line with the Happy, Healthy Hawai’i theme and featured lots of outdoor sporting activities, which positioned The Hawaiian Islands as a great destination for fun, sea and sports.

We planned a 5-day trip to the islands of O’ahu and Maui, where Wang Xiao engaged in a variety of activities like big wave surfing, wakeboarding and sailing, along with sightseeing and other recreational events. The FAM also included a helicopter tour of Hawai’i’s gorgeous volcano craters!

While in Hawai‘i, Wang Xiao also shared the splendid moments of her trip in the form of bite-sized stories, attractive pictures and dynamic videos that introduced the destination to her digital followers.

In addition to posing for cameras, she filmed and hosted her very own variety program “What Big Sister Don’t Know!” which was shared on CHENZAO’s official WeChat channel. A total of 10 Hawaiian partners were profiled in What Big Sister Don’t Know!, including Prince Hotel Waikiki, Four Seasons Resort O‘ahu at Ko Olina, Four Seasons Resort Maui at Wailea, the Royal Hawaiian Luxury Collection Resort Waikiki, Kualoa Ranch, Trilogy, Blue Hawaiian Helicopters and Kahumana Organic Farm.

The celebrity influencer FAM attracted over 13 million views, which translates to a Public Relations advertising equivalent value of USD 610,000.


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