Spanish Store Shows How To Win At Chinese Social Media

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The Spanish department store El Corte Ingles has run a successful social media campaign targeting Chinese tourists. Chinese tourists are famous for their holiday spending, having spent a staggering 230 billion US dollars abroad while on holiday last year. To reach these lucrative tourists, El Corte Ingles invited 4 Chinese influencers to a 4-day holiday in Spain and showed around the best attractions in Madrid. These influencers then shared photos from their trip on their WeChat and Weibo profiles, with fans being invited to vote for their favourite “Madrid Moments” picture. The campaign, which ran throughout February, resulted in a 90% increase in followers on El Corte Ingles’ Weibo account, and a 500% increase in followers on the store’s WeChat account. Weibo and WeChat are two of the most popular social networks in China. 

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