The event leveraged Taobao store owners to endorse, recommend and promote sales through livestreaming, which increased the brand and product presence on Taobao. As a result, existing distribution channels were broadened; over 10 Taobao stores listed the featured Australian Dairies products after attending the event. 50 KOLs from both China and Australia, across lifestyle, food, and parenting, generated high-quality product reviews on Little Red Book (RED), China’s most trusted product review platform, and resulted in 310,000 review impressions.
Within WeChat, frequent and targeted media placements drove users to follow Australian Dairies’ WeChat account to allow retargeting in the future.
A comprehensive Chinese programmatic strategy drove traffic to Australian Dairies’ Tmall store.