Case Study

Integrated Social and O2O Chinese Social Campaign

Jun 04, 2021
Integrated O2O Chinese Social Campaign
Think China’s integrated campaign utilised its own and paid channels to promote QVB’s Chinese New Year offerings and activities at the shopping centre. The campaign integrated multiple touchpoints with the brand’s WeChat account.
360 Degree Campaign
The campaign engaged with shoppers at each step of the user journey and integrated with the brand’s WeChat account.
Increased WeChat Subscribers
Promotion of an exclusive gift available to WeChat subscribers increased the brand’s WeChat subscriber base.
360 Degree Approach
Integrated Chinese New Year Campaign
The touchpoints of the Chinese New Year campaign included WeChat Moments advertising, WeChat sharing, influencer partnerships, offline activities, and print collateral in-store for a 360-degree approach. The campaign also increased the brand’s WeChat subscriber base by implementing an exclusive incentive that was claimed in-store.
The Client
QVB is a heritage-listed attraction in Sydney’s CBD, known for its magnificent Romanesque architecture, cooper dome, and elaborate stained glass windows. The structure is now a premium shopping destination featuring international luxury labels, Australian boutiques, and splendid dining.
The Opportunity
QVB’s Chinese New Year campaign aimed to attract visitors to the site and encourage foot traffic to its retailers. QVB campaign had two components: initiatives for its English-speaking domestic audience and Chinese-speaking residents in Sydney. The QVB also had an existing WeChat account which is used for campaigns.
Our Approach
A Chinese influencer demonstrated QVB’s offline engagements and retailers within Chinese social and English websites. Think China managed all communication with the Chinese influencer, from sourcing, negotiation, shoot management, and publishing on the influencer’s Weibo and Little Red Book accounts. WeChat Moments Feed advertising was used, with Think China managing all communication directly with Tencent through the platform’s approval process. WeChat Media shared the campaign content with the target audience in Sydney through posts, WeChat Moments Sharing, and WeChat Group Sharing. The campaign featured retail promotions and exclusive coupons to redeem deluxe samples for WeChat subscribers, driving foot traffic and increasing the brand’s WeChat subscriber base.
Think China’s campaign approach featured multiple touchpoints at each step of the customer journey, all integrated with the brand’s existing WeChat account.
Think China provided all Chinese copywriting, English to Chinese translation, and Chinese creative design on digital assets and offline signage and flyers. The tone positioned the QVB as a luxury retail destination while remaining festive for the Chinese New Year. Think China’s creative content was tailored to the expectations of Chinese audiences while still cohesive with the brand’s creative content for English-speaking audiences. The design features included a digitised version of QVB’s Chinese New Year promotional brochure and WeChat Vouchers for sample collection. All Chinese collaterals featured integration with QVB’s WeChat account via QR Code, with the account acting as the QVB brand hub for the Chinese audience. The QVB WeChat account was programmed to feature auto-responses during the campaign period. Users received campaign information upon subscription to the WeChat account and upon messaging the account.

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