Dear Bobby

Agency

VaynerMedia Asia Pacific

Client

Cathay Pacific

Product/Service

Air Travel

Brief

Cathay was late to the TikTok game. Premium airlines have already thrown big money at flashy influencer-led campaigns to sell their services. We needed to find a unique way to build a community.

Solution

Tiktok may seem like an unrelenting stream of chaos and memes, but it is home to the most loyal communities. That’s how we found Bobby, a 49 year old in the comment section on our Tiktok page. He was kind, sweet and most importantly,he was authentic.  He commented because he genuinely liked the brand.

Instead of paying an influencer for two posts and a story, we extended our signature Cathay hospitality to Bobby in our comment section. We took our multi-thread convos and turned them into a wholesome 12 episode TikTok series where we fulfilled his bucket list of dreams, specially curated by comments he left us.

To this day, Bobby continues to comment on our posts, starting conversations with other community members, inspiring them to become star commenters themselves and spreading green flag energy all across our Tiktok page.

We hit a reach of 1.9 million & impressions of 7.4 million. After Bobby, monthly and daily organic reach both rose by 65%. Monthly comments rose by 85%,