Key social media platforms for reaching Melbourne's Chinese community
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.
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.
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.