Creating an interactive WeChat campaign series for an airline

Project Specifics
  • Air France

  • Digital Marketing Solutions
  • 2018

The Situation:

Air France has accumulated a group of loyal fans on WeChat by regularly posting interesting and useful content, but to grow their follower base further and promote conversions, they wanted to develop a series of fun and interactive H5 campaigns.

Our Work:

Dragon Trail designed two WeChat-based H5 campaigns for Air France to create buzz, and increase awareness and interaction with Chinese consumers.

The two campaigns were launched for Chinese New Year and the 11/11 shopping holiday, respectively. They both linked to an H5 lucky draw landing page where participants could win airline tickets to France, as well as smaller prizes. The mechanism of the two lucky draws encouraged sharing, converting participants into WeChat followers and expanding Air France’s WeChat fan base. The campaigns also supported Air France’s branding in China, integrating a French flavor into the visual cues and imagery, and inspiring audiences with Air France’s destinations and flight offerings from China.

Participants entered the Chinese New Year lucky draw by obtaining two unique Chinese characters, and messaging these to the Air France WeChat account. To get the characters, users had to create a custom message and send it to a friend, who in turn must complete some information and send it back to them. Participants could send messages to as many friends as they wished. The 11/11 campaign also encouraged sharing. This lucky draw featured a slot machine, where participants could obtain heart icons or flight coupons. If participants got two hearts from the slot machine, a pop-up message encouraged them to share with their friends, combining their hearts to win the prize. Both campaigns got viral traffic through shares on WeChat Moments, and the 11/11 competition was also promoted by KOLs.

The H5 mechanism of the campaigns spurred WeChat fan growth, since participants must follow and interact with the Air France account to be eligible for the lucky draw, as well as share the page with friends, and both campaigns received a significant number of page views.

The 2018 Chinese New Year campaign to win flights to France and smaller prizes like cosmetics bags and model airplanes


The 11/11 campaign, where users tried their luck at the slot machine for the chance to win flights to Paris and Air France coupons

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