The Netherlands Board of Tourism & Conventions partnered with EternityX to promote the Netherlands as an attractive travel destination for Chinese travelers when international borders reopen. EternityX provided a full-stack digital marketing plan, which included programmatic advertising, social media and KOL marketing services, and video content strategies. We have successfully boosted followers on its Official Toutiao account and have managed to precisely reach 1.3 million targeted Chinese audience. Read on to unveil the secrets behind our successful strategies for the campaign!
Q: Why are you using Douyin short video ads for social media marketing?
The rise of social media has made it possible to change the way travelers seek information, from travel guidebooks/online travel websites to KOL/KOC content and reviews. It is noticeable that Chinese social media platforms such as Douyin and Xiaohongshu have become the go-to platforms where people seek travel advice.
Douyin is a renowned video-sharing platform in China and has become one of the widely-used digital marketing tools in the tourism industry. Short videos on Douyin, which are more diversified and light-hearted, have a growing and significant impact on travel decisions among young Chinese travelers. It has become easier for brands to capture and engage with Chinese tourists with sponsored content.
Q: Do you have a theme for the video? Why Wang Xiao Tu?
A: We have decided to go with “Ideal destination to travel after covid” for our theme, hoping to inspire more young Chinese travelers to visit the Netherlands after international borders reopen. We also want to express each of our own strong desires to travel in the post-covid world, sharing the same thoughts with many of our client’s target audiences. After screening and evaluating the audience size, quality, demographic and content of various KOLs, we believe Wang Xiao Tu is the best person for the collaboration. The main reasons are:
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Wang Xiao Tu is a popular travel KOL and her video style is a good match to the artistic side of Dutch culture.
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She has visited the Netherlands previously, and footage of her prior visits send a powerful, convincing and attention grabbing message of her desire to revisit.
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Wang Xiao Tu’s audiences are mostly located across more prosperous provinces such as Shandong, Guangdong, Zhejiang etc. Chinese from these regions often take numerous trips to Europe each year.
Content seeding with short video ads allows an engagement rate of 33% higher than the average benchmark of the platform and video views reach 130K (as of the last day of the campaign).
Q: Is video marketing strategy on Douyin enough?
A: One of the objectives of the campaign was to increase the number of followers of The Netherlands Board of Tourism & Conventions’ official account on Toutiao. In addition to collaborating with KOLs for content seeding, we also utilised our award-winning trading desk to precisely target Chinese audiences with native ads placed on ad inventories that typically have higher engagement rates. By identifying our target audience – Chinese from Tier 1 and Tier 2 cities, aged 21-29, with a monthly income of RMB10,000 or more, interested in vacations, adventures, business travels and etc. – we were able to adopt precision targeting strategies to reach Chinese travelers in a data-driven manner.
Thanks to these strategies, the campaign achieved a CTR that was 20% higher than industry average. The number of likes was 28% higher than previous posts. In addition, the Netherlands Board of Tourism & Conventions gained 3% more followers on Toutiao.
Q: Any insights you can share about this project?
A: Understanding the pain points and meeting the needs of your audience is essential to capture their attention. With our advanced multidimensional audience profiling, we can create dynamic ads to personalise ad experiences based on individual behaviors and interests. As the pandemic continues, it’s crucial to keep people dreaming of travel and prepare for the future resumption of global travel. Brands and marketers can also harness the power of KOL marketing in China with short video ads.
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