• Business Objective

    Create GoUSA’s China outdoor ambassador


  • Results
    • 20.4K+ engagement
    • 6.5M+ reads
    • 50K new followers
    • earned media from numerous outside news sources
  • Our Approach

    We understood the lack of information there was in China about the American outdoors. To address this, we found Chase Dong – a passionate, experienced, and knowledgeable traveller – and sent him to the United States. Our challenge was to develop Chase as a KOL through valuable information and stunning photography. Travelling for 101 days, Chase explored 32 national parks across 13 states and blogged about each location on both Weibo and a dedicated blog on Sina’s website. Each blog provided Chinese tourists with complete guides on each place he visited. While our results were purely organic, Chase received endorsements from all sorts of third-party sources, from small local news outlets to national media, thus expanding GoUSA’s brand in both China and America.