For many in the U.S., UCLA Health is synonymous with top-notch healthcare services and pioneering advances in various fields of medicine. In China, however, UCLA Health has little name recognition and is often overshadowed by other large U.S. health organizations. As the Chinese agency for UCLA Health, Hylink tapped into the universal love of music for a social media campaign on Weibo to raise awareness for the brand among China’s affluent demographic, while increasing engagement and user acquisition rates.
Music is enjoyed around the world for its ability to put the mind at ease and bring people together. UCLA Health treats large numbers of international patients each year, so getting Weibo users to associate the brand with the healing effects of music was not that much of a stretch.
The Hylink team would help UCLA Health give the “gift of healing” by encouraging Weibo users to participate in a series of giveaways for tickets to three popular concerts and one celebrity shopping event. These events were selected due to their popularity with young people in China, whose parents and grandparents often rely on them for information regarding healthcare services, making them potential clients of UCLA Health.
The Hylink team decided to use the hashtag #UGiveaway# for this campaign, which was run exclusively on Weibo due to its ranking as China’s #1 social platform. Furthermore, Weibo’s instant user interface guaranteed rapid engagement from followers during the campaign’s giveaways of VIP suite tickets to the Jay Chou, Alan Walker, and Tsai Chin concerts, and to the Tmall Double 11 Gala. The Hylink team also found an opportunity to drive even more followers to UCLA Health’s Weibo account by placing creative from another UCLA Health campaign in indoor and outdoor locations around the Shanghai Mercedes Benz Arena, the venue for all four events.
This creative had originally been placed by the Hylink Team in the luxury print publication the Robb Report and in banks, five-star hotels, and VIP airport lounges to reach an audience of high net worth individuals from China and the Middle East regions. The original creative consisted of a blue UCLA “U” with both Arabic and Mandarin versions of the tagline: “Every moment well spent, is a legacy well built.” Integrating the blue “U” into the event space guaranteed further exposure for UCLA Health to elite individuals with the income to seek healthcare services abroad.
Once Weibo users were following UCLA Health's account, we announced the first giveaway, tickets to a Jay Chou concert, with a teaser post and encouraged users to repost it and tag three friends for a chance to win. This approach in engaging Weibo users was repeated for the Alan Walker concert, the Tmall Double 11 Gala, and the Tsai Chin concert, with users only needing to repost the giveaway teasers for these three events to win tickets.
The campaign ran from October 10 to November 25, winners were announced three days before each event via Weibo’s Lucky Draw function, and a recap of the giveaway featuring high-quality, user-generated posts from the winners was published two days after each event.
The campaign generated 559,829 total views, 11,000 total engagements, and over 2,000% increase in followers for UCLA Health’s Weibo account.
The campaign enjoyed a 17.86% engagement rate among Weibo users, a large percentage of which are interested in entertainment/music, according to data from Google Analytics.
Results aside, the campaign demonstrated the eagerness of young Chinese Weibo users to win tickets to popular concerts and events, due to music’s universal appeal. In engaging this demographic of users, we were also able to increase UCLA Health’s brand awareness in China among young Weibo users, and among their older family members, who often rely on the younger generation’s knowledge of new and effective healthcare trends and technology.
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