Case details
Brand: Booking.com
Brand owner: Booking.com
Main Agency: Mindset China
Put on the market: Mainland China
Launch time: March 25, 2019-April 30, 2019
Industry: Online travel agency
Media channels: social media, content distribution platforms
Budget: 4.2 million
Case summary
As an overseas brand, Booking.com faces a huge challenge of localization in the fierce market competition in China. Brands want to establish an emotional connection with consumers through content marketing. However, as an effect-oriented brand, it needs to verify the effectiveness of content marketing to improve back-end orders before it can...