Date of completion: August 21, 2012
Description: SOCIAL MEDIA CAMPAIGN
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.
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)