Case Study: Cathay Pacific achieves scalable social analytics and faster customer response with Brandwatch

How social analytics is used at scale at Cathay Pacific

Cathay Pacific, a Hong Kong–based global airline serving nearly 200 destinations with roughly 23,000 staff, faced the challenge of managing social media and customer service at scale across many channels, markets and departments. The airline needed consistent, real-time monitoring and reporting to protect its reputation, support campaigns, and ensure customers weren’t passed between teams as they engaged on different platforms.

Cathay Pacific deployed Brandwatch Analytics, Channels and Alerts alongside local social teams to track every mention, share insights across the business and produce regular performance reports. The setup enabled proactive campaign measurement (the #LifeWellTravelled hashtag has nearly 300,000 uses), rapid crisis detection—an Alerts-triggered diversion response is a notable example—and faster, more consistent customer service, paving the way toward 24/7 social support and more data-driven marketing decisions.

Cathay Pacific

Priscilla Chok

Digital Marketing Manager