Turning fandom into followers: How a foreign travel institute gained their first 10K followers
Years ago when a boutique travel institute from overseas approached us, they had one challenge:
zero digital presence in China. No social channels, less brand awareness compare with other popular destinations in the US, UK… — but a clear desire to connect with Chinese travelers.
We knew that success wouldn’t just come from posting translated content.
We needed the right story, at the right time.
That’s when an opportunity appeared:
This city happened to be the filming location of a teen drama that quietly gained a group of loyal Chinese fans.
The show wasn’t a viral sensation.
But what it had was even more valuable:
A passionate fanbase who dreamed of visiting the filming locations and recreating the scenes themselves.
We stepped in and quickly:
✔️ Developed a content strategy that aligned the destination with fans’ emotional connection to the show
✔️ Created Weibo content that highlighted real-life shooting locations and local experiences
✔️ Joined the existing Weibo discussion under the show’s topic — positioning the travel institute as part of the journey
The result?
From zero to 10,000 followers in three month, and a brand that finally had a voice in China.
💡 Our takeaway for boutique brands:
Success in China isn’t just about big budgets or viral trends.
It’s about spotting the right cultural entry point, however niche it may seem — and knowing how to activate it.
Whether it’s a show, a subculture, or a seasonal moment, what matters is:
🔍 Deep audience insight
📱 Relevant, local-first content
⚡ Quick, creative action
Until next time,
Hongyu & the WeClick Team
Click. Communicate. Connect with China.
Leave a comment