On a shoestring budget, BA wanted to gain more awareness in China.
My starting point, I knew the Chinese love British culture. And research showed familiarity with our etiquette helps them integrate in the West. So I created a social campaign that placed BA as the ‘Ambassadors of Britishness’ and in a lighthearted way, helped the Chinese learn a few British quirks.
Henry the butler was the spokesperson imparting advice in a series of instructional films starting with a lesson on the British bromance (in China, Britain is seen as the home of the bromance because of the TV show Sherlock – odd but true). I put together content that spread across Weibo, YouKu, QQ and WeChat. It reached 42.57 million people (and counting) – so a success.
Henry on a Chinese social platform and the BA Chinese site…
Ask Henry…
For the second phase of the etiquette campaign, I asked the Chinese social community what they would most like to learn about Western etiquette. After a huge response, I hand picked a selection then filmed Henry giving the answers.