Lufthansa

Date of completion: August 21, 2012

Link: http://e.weibo.com/lufthansa

Description: SOCIAL MEDIA CAMPAIGN

OBJECTIVES
Build on the success of Lufthansa community, to establish complementary and vibrant Lufthansa presence in micro-blog space to connect with the target Chinese travellers.


CAMPAIGN
Create and manage Lufthansa micro-blog voice via official Sina weibo community around jet-setter concept, lifestyle and travel.  Plan content editorial calendar, draft and amend consumer Q&A manual, grow network of followers, create and post daily content, manage consumer replies, track both quantitative and qualitative results on a daily basis.


RESULTS (after 9 months)



109,000+ followers (real consumers)


680+ posts


74,000+ LH follower forwards


45,000+ LH follower comments


26 da ren forwards


2,784,418+ views of da ren forwards


Number of followers projected to exceed 50,000 by end of 2011

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