Case studies / South Australia Tourism Commission
Four destination ads and a verified RED account showed South Australia to Chinese travellers, with 650,380 impressions and 17,235 clicks in ten weeks.
From the campaign
Challenge
The South Australia Tourism Commission wanted to raise awareness of the state’s popular destinations within the Chinese community and encourage Chinese consumers to travel to South Australia. Little Red Book is where many of these travellers research and save trip ideas, so the Commission needed both a trusted account on the platform and paid reach to get its destinations seen. The work had to build long-term awareness, not just deliver a one-off burst of impressions.
What we did
I Search Marketing set up and verified the Commission’s official RED account. We then took on social content planning, production, publication and ongoing account management. To build reach, we ran feed sponsored ads with four ads live at the same time, each featuring a different South Australian destination. This let the campaign present several reasons to visit at once and show which destinations caught the audience’s interest. Pairing a verified official account with paid ads meant that people who clicked through found an authentic, well-maintained presence they could follow and trust.
Results
From 1 March to 15 May 2025, the campaign delivered:
- 650,380 impressions across the four destination ads
- 17,235 clicks
- 2.65% click-through rate
- 328 post likes
- 289 post saves
Post saves matter for travel content. Users save posts they want to return to while planning a trip, so 289 saves show South Australian destinations being added to Chinese travellers’ wish lists, alongside more than 17,000 clicks through to the content.
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