• Business Objective

    Create a buzz about Amazing Illinois during its launch on Sina Weibo


  • Results
    • 1M+ Impressions
    • 27K contest participants
  • Our Approach

    We launched Illinois’ brand in China with our ‘My Illinois DNA’ campaign. We asked Weibo users to share with us how they would explore Illinois by choosing from four suggested topics that have proven to resonate with Chinese consumers: driving, food, photography, and entertainment. Careful choice of subjects paired with multichannel support from GoUSA, KOLs, other partners, and local accounts allowed our campaign to generate 5x the number of participants than originally forecasted.