Challenge:

Renowned for its luxury chocolates since its founding in Brussels in 1926, GODIVA has become a global symbol of luxury chocolate and quality craftsmanship. Although GODIVA has successfully entered the Chinese market and established a strong presence in recent years, its resonance with Chinese living in Australia is still in the early stages. GODIVA realised that it was not enough to enjoy brand awareness among Australians, but the priority is to delve deeper into the Chinese community, enhancing its appeal and influence.

Solution:

CHIN, from its insights into the social media usage preferences and trends of the Chinese community in Australia, suggested that social media platform RED (Xiaohongshu) would be the best channel to promote the brand to its target Chinese community in Australia. RED, with a large and active user base and huge reach, provided GODIVA with a platform to build a deep emotional connection with its target audience.

Recognising the pivotal role of influencer marketing in fostering genuine connections and amplifying brand visibility, CHIN strategically partnered with Australian-based influencers specialising in both food and lifestyle. These influencers serve as a bridge, seamlessly connecting GODIVA to the Chinese community. By partnering with Key Opinion Leaders (users with more than 3,000 followers) and Key Opinion Consumers (users with 1,000~3,000 followers), GODIVA has been able to facilitate authentic dialogue and ensure its brand narrative deeply resonates with its intended audience.

Result:

During the campaign, GODIVA’s collaboration with 10 influencers garnered a remarkable 10k clicks on their posts. A significant 89% of the engaged audience were young females, underscoring the campaign’s efficacy in resonating with its primary target demographic – buyers of chocolates. This not only highlighted the campaign’s success in captivating an audience keen on fashion, lifestyle, food, and entertainment, but also provided GODIVA with invaluable insights to build on in the Chinese market in Australia.

Challenge:

When Brisbane won the bid to host the 2032 Olympic Games, Brisbane Economic Development Agency (BEDA) knew it was a once-in-a-lifetime opportunity to showcase their stunning city and attract delegates from all over the world. This event presents an opportunity to raise the city’s profile as a destination to host MICE (Meetings, Incentives, Conferences, and Exhibitions) events in the city. China naturally is one of their key targets due to its huge population and long-term friendship with Australia before the Covid travel restrictions. In 2022, BEDA reached out to Chin for a way to promote the city’s beauty and facilities to the Chinese audience and capture their interest.

Solution:

Our team developed a social media plan that centred around creating a strong online presence for Brisbane through WeChat, the most popular social media platform in China. We created and managed a WeChat account to display different aspects of the city and region, and also designed targeted ad campaigns and media collaboration to reach even more potential clients and increase engagement.

Result:

Within two months of launching the WeChat account and campaigns, BEDA’s account had gained over 4,000 followers. As more quality content is published on the WeChat account, the number of followers continues to grow. Our targeted ads campaign also generated a significant following, resulting in increased interest and enquiries about MICE tourism to Brisbane.

The Chinese market presents a significant opportunity for businesses and organisations to expand their customer base and generate revenue. The CHIN team specialises in Chinese marketing, WeChat management, and advertising campaign services to help businesses and organisations like BEDA tap into this potential. You too can reach out to your ideal Chinese audience, increase your online presence, and grow your business. Contact us today to learn more about how we can help you leverage the Chinese market for your business.

The basketball superstar Zhou Qi returned to South East Melbourne Phoenix in the recent season. As a Chinese star player, Zhou Qi attracts more Chinese spectators to watch games, however the SE Phoenix team found it hard to spread the word amongst the Chinese community. CHIN came along to help!

Different from our other projects, the strategy for Zhou Qi’s campaign aimed for wider impressions with straightforward information. The platforms we chose were also different: we used RED as the influencer platform for strong visual content, and two Chinese Apps (one is for Chinese news and a social app, the other is a food delivery app) for event awareness.

The campaign ran for almost 2 months, resulting in a total of 2 million impressions and 27,000+ clicks. More sell out games delivered!

Cultural and language considerations always need to be top of mind. South East Melbourne Phoenix also engaged our Chinese MC to assist at matches and officials and players prepared with our tailored cross-cultural training prior to Zhou Qi’s arrival in Melbourne. 

Whether it is promoting an activity, selling tickets or delivering a culturally sensitive event, it is always a good idea to seek professional help.The flow on benefits such as membership subscriptions, social media coverage and improved attendances are lasting.

Challenge
Covid made organising events a nightmare for the arts. Melbourne Symphony Orchestra pivoted to social media to promote its Chinese New Year concerts for 2021 and 2022, targeting Melbourne’s Chinese community still wary about venturing out. Chin was engaged to help with the concert promotions.

Solution
The campaigns focused on two social media platforms, WeChat and RED. WeChat has excellent social media attributes with several local big accounts that target Melbourne Chinese communities sharing videos and program details. On the other hand, RED is a trending platform for sharing food, travel, lifestyles, and more. RED also has a large user base in Melbourne. The two media platforms were perfect for reaching the music-loving Chinese audience.

Chinese print media was also used as a suppllementary promotion to broaden the reach deeper into the Chinese community. With people stocking up on new year goodies, publications in supermarkets were well read.

Results
The combination of various media placements and influencer promotions on these two leading platforms brought a total of 485,700+ exposures. Despite lockdowns and wild weather in 2021 and some hesitancy still in 2022 the concerts were virtually sold out – a huge vote of confidence for the MSO’s famous program which just celebrated its tenth year.

Challenge
Madame Flavour is a Melbourne based tea brand with its tea products sold online and offline in supermarkets. Madame Flavour recognised the Chinese buying power and love of tea and wanted to reach out to Chinese tea-lovers to get to know the brand and, in turn, increase sales.

Solution
Chin observed the popularity of floral and fruit teas among young Chinese females. Therefore, we suggested RED as the most suitable platform for ‘influencer’ marketing.

RED (Xiaohongshu), also known as Little Red Book, is one of the hottest Chinese social media platforms where users share their opinions on all aspects of life: food, travel, lifestyle, and more. The RED community consists of a large number of Key Opinion Leaders (KOLs) and Key Opinion Consumers (KOCs). Information spreads via word of mouth. With a vast number of users and an advanced recommendation system, RED is known to take brands directly to their target market.

This campaign combined Key Opinion Leaders and Key Opinion Consumers – KOLs to bring more exposure and KOCs to create content for RED’s recommendation system to pick up and promote to other users.

Results
Total reach 25,000+. All posts were received well on RED, with comments expressing interest and intention to purchase Madame Flavour tea products. Six weeks later, we continued to see organic growth of the brand to tea lovers.