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March 2021

Project Name

Chinese Influencers

Objective

Develop premium and authentic content via influencers to engage young Chinese Australians with the long term goal of driving brand re-appraisal.

Seeded product with select Chinese influencers to then individually create premium, lifestyle-focused content that heroes the fold devices, and drives desirability amongst their audiences. The content was in their own style in order for the content to be authentic.

Tactic

Appeal to Chinese audiences through the influencers they resonate with most.

Rationale

Audience

  • Affluent domestic Chinese audiences who access both local and Chinese social networks

  • Millennials aged between 25-35

Results

  • Developed a suite of premium lifestyle content to engage Chinese audiences via organic

  • Reach and engagement as expected. Difficult to obtain data from Weibo and Little Red Book

  • Social - 1x1 and 9x16 across Instagram, Weibo, and Little Red Book

Creative

CREATIVE

Chinese
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