The Brief
Help China Southern Airlines and Melbourne Airport shine a spotlight on the Melbourne ↔ Guangzhou route by producing authentic travel content that resonates locally in Melbourne — built around creators.
Key objectives:
- Highlight the full journey experience (take-off in Melbourne → arrival in Guangzhou → return)
- Use local Melbourne creators who bring relevance and genuine audience overlap
- Create content that isn’t forced — each creator tells the story in their style
- Drive views + engagement (not just reach)
Our Approach
1. Creator selection & alignment
We selected three Melbourne-based creators, each with:
- Strong local relevance (Melbourne audience)
- Different content styles (travel, lifestyle, food)
- Overlapping yet distinct audiences
This mix meant we could tap into broader but connected segments and ensure authentic voices.
2. Itinerary & experience design
Rather than handing a rigid brief, the narrative was built through a beautiful itinerary: departure from Melbourne Airport, in-flight experience with China Southern, arrival in Guangzhou, local highlights, and return journey.
The creators were given flexibility throughout the itinerary so they could shape their posts to ensure alignment with their audience interests.
3. Messaging and content freedom
We avoided “copy-paste” messaging. Instead:
- We guided key brand messages (e.g. connectivity, ease, travel experience)
- Each creator adapted those messages in their tone and format
- Content formats ranged from feed posts, Reels/stories, video snippets, behind-the-scenes
The Results
- 131 distinct pieces of creator content delivered
- 529K+ total views
- 8K+ interactions
- ~$0.05 cost per view
What Made It Work
- Diverse creator mix + local relevance: The Melbourne focus meant the content felt grounded for the target audience.
- Authentic storytelling: When creators get to tell the story their way, audiences listen.
- Beautiful, coherent experience: From airport to destination to return — the journey was seamless and visually strong.
- Collaboration & process: The littleBIG team worked side-by-side with brand + creator teams to ensure the workflow was smooth, allowing creators to focus on story, not logistics.
Takeaway
When content fits the creator and the audience, and when the experience is genuine (not forced), the results speak for themselves.
This campaign proves: trust the creators, lean into local relevance, design the journey — then step back and let the stories fly.
