Hong Kong Tourism Board Digital Campaign

Projects
Written By Claire Jung

Overview

Executed a multi-channel digital campaign for Hong Kong Tourism Board’s flight ticket giveaway, managing media mix, budget allocation, and performance optimization across display and social platforms. (May 1, 2023 – May 16, 2023)

My Role

  • Developed and managed media mix strategy across Naver, Kakao, Google Display Network, and Instagram

  • Allocated and monitored a total campaign budget of ~$23K USD (KRW 30M) across channels

  • Executed and coordinated campaign delivery across multiple platforms (Display & Social Ads)

  • Managed campaign timeline aligned with a time-sensitive ticket giveaway event (May 16)

  • Coordinated creative assets, messaging, and CTA across platforms

  • Produced and monitored daily performance reports, tracking impressions, CTR, clicks, and spend

  • Adjusted campaign performance based on channel-level results and delivery efficiency

Key Results

  • Delivered 14.6M impressions and 88K+ clicks across all channels

  • Achieved 261.8% of planned clicks, significantly exceeding campaign targets

  • Maintained stable delivery with ~100% budget utilization across all platforms

  • Improved CTR performance across channels (e.g., Kakao CTR 0.54% vs. planned 0.15%)

Key Learnings

Learned how to manage multi-channel campaign execution within a fixed budget, balancing reach, engagement, and timing for a time-sensitive promotional event.

Meta Instagram Ads

Google Ads GDN

Claire Jung
Previous

Mendix, a Siemens Business PPC Campaign
Next

Valentino Search & Display Ads Campaign