Taiwan Tourism Social Hub

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The Strategy

I was tasked with ideation a campaign to drive engagement, brand awareness and to tap into the Muslim travelers market for Taiwan Tourism Malaysia.

With that in mind, I crafted a 12-months (4-months phases x 3 rounds) social hub campaign with various features, such as travel articles and video highlights backed by social logins and rewarding gamification experiences.

Taiwan Tourism Malaysia Social Hub was one of the winning campaigns for the Spark Awards Malaysia 2016.

Due to the initial and consecutive yearly successes, Taiwan Tourism Malaysia has continued with our social hub mechanism in multiple countries to date.

Taiwan Tourism Malaysia Social Hub: https://social.taiwan.net.my/

Taiwan Tourism Indonesia Social Hub: https://taiwantourism.id/

Taiwan Tourism Thailand Social Hub: https://www.taiwantourism.org/th/

The Execution

I divided the Taiwan Tourism’s Social Hub into different sections:

• Social Posts Highlights, both Taiwan Tourism and travel posts from users.

• Explore and Travel Taiwan virtually through frequently updated articles and videos posts.

• Categories breakdown for ease of use - Epicurean (F&B), Experience(Festivals & Cultures), Entertaining(Attractions), Exciting(Shopping) and Enjoy(Muslim-friendly Taiwan).

• Quiz, Polls & Games for users to earn points and badges to exchange for gifts and prizes.

• An umbrella social hashtag campaign (#traveltaiwan) letting users participate easily with their travel postings on the platform of their choosing.

• Highlights on travel packages from Taiwan Tourism tour partners.

On top of the social hub, we have also ran multiple IAB ad and lightbox formats on Wowfi and Innity Ad Network.

• http://staging.innity-asia.com/m4/2016/my/tw_tourism_sept/iab_eng/index_wsky.html

• http://staging.innity-asia.com/m4/2016/wowfi/tw_v2/dlogin.html

The Metrics (2016)

Total Page Views: 84,302

New Visitors: 66%

Returning Visitors: 34%

Average Time Spent: 6:15 minutes

Answer Polls: 16.3k