Redefining Chinese Marketing: How RED Transformed Promotional Activities

By Yayi Wang

Social media platforms have transcended mere entertainment, evolving into powerful tools for brand promotion and consumer engagement. And RED, the rapidly growing social media platform among Chinese users worldwide, has become more than just a hub for content; it’s now a trusted resource for product reviews and personal experiences

Utilising this trend, brands find it easy to get more impressions and brand awareness. CHIN marketing team has recently helped a luxury apartment brand go live on RED. In this blog, we will explore how we harnessed the power of RED to elevate its promotion strategy and connect with the young Chinese demographic around Melbourne CBD area.

The Challenge: Speaking the Language of the Target Audience

Our client specialises in long-term and short-term apartment rentals, offering a luxurious living experience close to Melbourne CBD. With a focus on catering to Chinese international students and young professionals, they recognised RED as an ideal platform to reach their target audience. However, they faced the challenge of crafting a strategy and content that would resonate with this demographic.

The Solution: Leveraging the RED ecosystem – business accounts and influencers!

Recognising RED’s influence as a go-to platform for pre-purchase decisions, our CHIN marketing team identified an opportunity for our client to showcase its luxurious living experience to a receptive audience. Leveraging the organic content ecosystem of RED, including product reviews and personal experiences, we strategically positioned the brand to connect with the platform’s predominantly female user base. Collaborating closely with the client, we curated content themes and keywords aligned with RED users’ preferences for high-quality living standards.

To amplify the client’s presence and drive immediate interest, we integrated influencer marketing into our six-month strategy. Influencers were invited to experience the luxury apartments firsthand, creating visually captivating content that resonated with RED’s audience. This influencer-led approach not only expanded the client’s RED following but also directed traffic to book apartment tours, fostering a deeper connection with potential residents.

The Results: Elevating Brand Awareness and Sales

The strategic implementation of RED as a promotional platform, coupled with an impactful influencer marketing campaign, yielded remarkable results. The client experienced a surge in engagement and inquiries on their RED account, attracting followers predominantly located in Melbourne or planning to relocate to the area. Through targeted content and analytics-driven insights, we ensured that the brand’s message reached the right audience, driving both brand awareness and sales.

Unlocking the Potential of Social Media Marketing

CHIN’s innovative approach to leveraging RED as a promotional platform exemplifies the transformative potential of strategic social media marketing. By understanding and catering to the preferences of the RED user base, we facilitated a meaningful connection between our client and a demographic seeking upscale living experiences in Melbourne. This success story underscores the power of social media in bridging brands with their target audience, driving engagement, and fostering lasting relationships.

As we continue to navigate the dynamic landscape of social media, the journey of our client serves as a testament to the limitless possibilities that arise when brands embrace innovation and tailor their strategies to meet the evolving needs of the Chinese audience. 

Ready to tap into the thriving Chinese market? Contact our marketing team today for a tailored strategy for your brand account. Email info@chincommunications.com.au or call 1300 792 446.

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CHIN COMMUNICATIONS

Level 4, 221 Queen Street, Melbourne 3000
GPO Box 2231, Melbourne 3001

P. 1300 792 446
F. 03 9670 0766

info@chincommunications.com.au

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