Creating a Chinese millennial-friendly brand image through WeChat

Project Specifics
  • Scoot

  • Social Media Management
  • 2017

The Situation:

Scoot is Singapore Airlines’ low-cost long-haul brand. It entered the Chinese market in August 2012, and now operates flights between Singapore and seven Chinese cities, in addition to Hong Kong. Low-cost airline carriers (LCCs) have found it difficult to compete in China, as national Chinese airlines offer very competitive prices and also benefit from favoritism when it comes to things like scheduling flight times, so Scoot had to enter and operate in the Chinese market equipped with a well thought-out strategy.

Our Work:

Managed by Dragon Trail, Scoot’s WeChat account is one of the most successful among foreign airlines. In the first quarter of this year, the account positioned itself in 6th position for the number of total page views, and in the second quarter of 2017 it moved up to 5th place.

Scoot’s WeChat account covers a variety of topics. The most well received posts are about sales and promotions, followed by articles with in-destination itineraries. Both kinds of posts are always followed by tips on how to book on Scoot. Scoot’s recent merge with Tigerair has been widely covered through posts and promotions, emphasizing the number of additional destinations in China. The campaign “1+1=18” (Scoot + Tigerair = 18 destinations in China) received over 22,000 page views, resulting in Scoot’s WeChat account ranking as the 3rd most popular in the third week of May of this year.

To maximize exposure among Chinese millennials, Scoot’s Chinese social media makes ample references to trending topics to reinforce its young, fun loving and cheeky attitude. It uses its trademark cartoon characters to announce deals and promotions, and many of the posts have an embedded video featuring Scoot’s crew or a travel vlog.

Scoot’s WeChat account has been successful in ensuring that their messages reach the right audience. Dragon Trail worked with Scoot to select well-known WeChat KOLs in Xi’an to go on a FAM trip to Singapore to promote Scoot’s direct flights from Xi’an to Singapore.

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