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.
How they did it
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.
Building a winning strategy around social listening and customer care
Learn more about the products helping Hong Kong Airlines succeed with social
The social-first strategy at Hong Kong Airlines is already paying off for the brand. With streamlined customer service workflows, impressive campaign results, and a social media following that has doubled from the previous year, the company considers social media to be its most cost-effective marketing channel.
Social is also a primary channel for building brand awareness. With more than 70,000 brand mentions per year, the company is discussed in 190 online conversations per day. And with 1.2 million annual engagements on social, the airline continues to prove that the right platform and strategy can enable a small communications team to build and maintain positive brand sentiment at scale among a growing global audience.
Based on these successes, Hong Kong Airlines plans to integrate social media more deeply into the business. With an influencer marketing strategy, internal brand advocacy, and other exciting initiatives planned in the coming years, the sky’s the limit for this innovative airline.
Hootsuite is always providing us with advice, ideas, and solutions. The partnership helps us continuously achieve more with our strategy and product.