How We Promoting Business Jets to High-Net-Worth Chinese Clients
Brand
HondaJet is the world’s most advanced light business jet aircraft, offering exceptional performance, comfort, and efficiency.
Its Elite S model is designed to meet the needs of high-net-worth individuals, boasting industry-leading technology and top-tier luxury.
CHALLENGE
HondaJet had achieved strong success in the U.S. market, but struggled to build the same level of recognition and demand in China.
The goal was to strengthen HondaJet’s presence in the Chinese luxury aviation market and position the Elite S as the go-to choice for those seeking the best in business jets.
STRATEGY
🌟 KOL Selection:
We carefully selected KOLs to create content that would resonate with China’s high-net-worth audience, bringing deep expertise and credibility to the campaign.
Aviation Industry Experts: KOL who work in the aviation industry
Experienced Business Jet Users: KOL who have experience with Business Jet
Honda Enthusiasts: KOL with great knowledge of Honda
🌟 Content Creation:
To engage the target audience, we created a detailed 4,000-word article on the business jet industry.
The article highlighted the Elite S’s standout features and benefits, positioning it as the go-to choice for luxury business jet buyers.
This content was shared on Zhihu and RedNote.
STRATEGY
In addition to publishing the post on Zhihu and RedNote, we also distributed the PR content to top media outlets on Weibo, amplifying the reach and boosting visibility across multiple platforms.
Top KOL
186k Followers
Top Media
10 Million Followers
Top Media
1 Million Followers
Top Media
1 Million Followers
EXECUTION
Initial Campaign (Building Awareness):
KOLs: Collaborated with aviation experts, seasoned jet users, and Honda enthusiasts to answer the question “如何选购适合自己的私人飞机” (How to choose the right business jet) on Zhihu.
Content: In-depth articles and insightful answers about the benefits of owning a business jet, with a focus on the Elite S model.
Extended Campaign (Boosting Recognition):
Content Repurposing: Repurposed Zhihu content on RedNote to expand reach to a broader audience of luxury consumers.
RESULTS
10.5k
2,194
10.9k
Likes
Saves
Comments
On Zhihu, the post ranked #1 for “如何选购适合自己的私人飞机”, establishing HondaJet’s authority in aviation.
On Baidu, the article secured a top-3 ranking, amplifying HondaJet’s online presence.
On RedNote, the content went viral, greatly enhancing brand awareness.
CONCLUSION
By leveraging KOL marketing and strategic content distribution on Zhihu and RedNote, we elevated the Elite S model within China’s luxury market.
The campaign effectively boosted brand visibility, engaged a targeted audience, and positioned the Elite S as the top choice for high-net-worth individuals.
