• Business Objective

    Leverage Chinese New Year festival to increase conversation around Visit Florida on Weibo

  • Results
    • 387K+ reads
    • 252 engagements
  • Our Approach

    In order to connect with the digital culture in China, we developed a GIF, or “sticker”, for use on the hugely popular messaging app WeChat. Our GIF showed a broken fortune cookie with a message coming out of it. The message inside the cookie would rapidly change, creating a cycle of messages which referred to Florida destinations as well as CNY comments. We asked Weibo users to take a screenshot of the GIF and share their results in our comment section. Over 9 days, we were able to generate over 250 results with their friends.