How Hong Kong Airlines Increased Brand Sentiment by 212%
The airline uses a “social-first” customer care strategy to defuse potential crises and win customer loyalty
Since 2006, Hong Kong Airlines has been capturing market share with a network that today covers nearly 40 destinations across Asia Pacific and North America. With one of the youngest fleets in the world, the airline is continuously upgrading its aircraft, technology, and communications strategy.
Social media is key to that strategy, which is helping Hong Kong Airlines expand its global footprint further into North America. Using a social media suite designed in partnership with Hootsuite, the airline is able to perform industry research, analyse sentiment, deliver winning campaigns, and manage incident communications.
increase in positive brand sentiment
increase in Instagram followers
improvement in customer response time
What they did
In 2017, the airline had no social media strategy beyond brand awareness and push marketing. Today, Hong Kong Airlines is a social-first airline with a marketing strategy built on listening, community building, and proactive communications—all managed by a small in-house team focused on strengthening customer relationships and expanding reach on social.
Internally, there was a lack of understanding on the importance of social and how the platform can be used to engage with customers. There was no social strategy or program in place. Immediate success was to ensure that the brand adopts a proactive approach on social and continues to grow and identify opportunities for the business on social.
How they did it
Hong Kong Airlines needed to design a strategy that could evolve with the business. To figure out where to start, the company did a gap analysis into its biggest challenges around communications on social media. Focusing on Facebook, Instagram, LinkedIn, and Twitter, the company set out to create a strategy that would ensure customers receive timely and helpful replies to all inquiries on social media.