Travel has become a popular lifestyle among young people, offering the chance to encounter different landscapes and discover new sides of oneself. RecentlyAirAsiajustteamed up with the most creative short video agency, papitube,for a travel marketing campaignthemed“Live a New Thai Degree,”where four of papitube’s signed creators from different fields collaborated with AirAsia through various cross-media formats including videos, articles, and live streams. The campaign reached over 30 million impressions, creating a wave of “AirAsia knows how to have fun” across new media platforms.
This marked the first full-scale collaboration between papitube, as a leading domestic MCN short video agency, and a brand. It delivered a cross-industry marketing campaign for AirAsia spanning beauty, travel, comics, and lifestyle. Acui A’Cui, Bigger Research Institute, Lailai is Zoe, and Roy&Sue — the four signed creators — tailored their content based on their platform styles and tones. Under the #LiveANewThaiDegree theme, they worked with publicly recruited fans to launch four themed challenges: #ThaiUnrestrained, #ThaiCharm, #ThaiBreakthrough, and #ThaiUnknown, embarking on a seven-day journey through Thailand.ThailandA themed challenge kicked off a seven-day trip to Thailand.During the trip, bloggers and fans challenged themselves together — from skydiving to Muay Thai, from fashion to off-the-beaten-path destinations. They constantly pushed boundaries and conveyed the meaning of travel through original content to their audiences.
A total of 6videos,5 written articles, and 2 live streams were produced during the campaign, achieving outstanding communication results. The #LiveANewThaiDegree Weibo topic received over 20.51millionreads. The fan recruitment video released by papitube garnered over 5.6 million views, while the total views of all produced videos exceeded 20.26 million. A single video by the Bigger Research Institute alone reached 6.94 million views. The two live streams initiated by Acui A’Cui and Lailai is Zoe attracted over 2.4 million viewers, influencing fans across verticals such as beauty, travel, comics, and lifestyle.The campaign also pioneered a new mode of interactionbetween bloggersand fans.,This engaging, fun, and effective interaction allowed the campaign’s impactto further resonate through fan engagement.
The cross-industry model crafted by papitube for AirAsia selected highly creative and innovative bloggers to deliver a campaign around the “AirAsia Knows How to Have Fun” theme. By combining travel with diverse vertical fields, they produced high-quality cross-content, striking an excellent balance between fans and the brand and creating a new model for video collaborations. For instance, Lailai is Zoe introduced several different travel outfit combinations to fans during the trip, helping them look great while having fun. Meanwhile, Roy&Sue, as travel bloggers, offered practical and niche travel tips, providing fans with the most valuable content.
AirAsia, which has been ranked the “World’s Best Low-Cost Airline” by the international air transport rating organization Skytrax for nine consecutive years, boasts an extensive route network covering more than 130 popular destinations across Southeast Asia, Japan, South Korea, Australia, and New Zealand.On the occasion of this campaign, AirAsia had just launched new routes from Macau toPhuket,Kunming toPhuket, and Chengdu to Bangkok.and many other popular travel routes in Thailand.Since entering the Chinese mainland market in 2005,AirAsiahas grown rapidly, operating at 19 airports in China and carrying over 4hundred millionpassengers. With affordable prices and high-quality service, AirAsia has become the go-to choice forcost-effective travelamong Chinese consumers. This collaboration with papitube, the youngest ever full-service partnership, not only helped AirAsia achieve a series of peaks in Baidu Index but also established its brand image among young consumers as “youthful,” “fun,””diverse,” along with aproduct experience.Product experience.For example, it offersfeatures that help break the boredom of flying and keep you connected to the world at all times,Rokki Wifi,it also providesovera hundred38choices ofantanAsiancuisine,satisfying your appetite at330,000 feet, andune InsuranceTensures worry-free travel.
This papitube and AirAsia campaign “Live a New Thai Degree” marked papitube’s first full-service marketing collaboration, also enabling papitubeto continue producing high-quality original content whiledeeply exploringits originalityand its own brand valuein the collaborationhave played a positive role.This partnership also indicates that papitube is not only a leader in the field of original video content, but alsohas pioneered a new model of integrated marketing in the short video sector.