Case Study for EVA Air

Since EVA Air is headquartered in Taiwan, the U.S. market demanded a stronger presence in order to encourage international travel. EVA Air aimed to increase awareness around the globe through social media exposure. The problem with achieving this objective is that prior to working with Bright Age, their social media had been headed by an internal team and they needed the extra support from an external agency that could devote their full attention and commitment to it. Many American travelers are influenced by a relatable and responsive service industry, so without involved attention from the brand, the airline previously experienced challenges converting potential passengers to frequent travelers.

Another objective of EVA Air was to encourage online and mobile app bookings rather than in-person or over the phone. This was also the case for guest questions coming through over social media that were previously not being addressed. Before beginning any social media strategy, previous inquiries that the brand received over social media must be studied and used to develop a consistent brand voice. Bright Age created custom daily social media content showcasing the airline’s quality amenities, services, staff, events, and culture. Bright age also utilized fan photos from travelers, promoted special offers and fares, and highlighted the different travel destinations, while actively maintaining the visual appeal of the Instagram grid by implementing intriguing patterns and designs that allowed the brand to stand out amongst competitors. Select posts were then boosted towards hyper-targeted audiences based on their location and interests. Once the airline was able to reach their preferred audience, it was essential to actively engage with the community by manually monitoring and responding to all questions, reviews, and comments on their Facebook, Instagram, Twitter, and LinkedIn pages.