WECHAT MASTERCLASS AUSTRALIA CHINA BUSINESS COUNCIL - BASTION CHINA / JUNE 2018
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WECHAT MASTERCLASS AUSTRALIA CHINA BUSINESS COUNCIL BASTION CHINA / JUNE 2018
BASTION CHINA
S&GO •• DOCUMENT
ACBC WECHAT
TITLE
2018
OVERVIEW
HOW WE
HELP YOU
Bastion China is: Bastion China delivers high-impact and effective
Chinese marketing and communication campaigns that
We don’tWerely
Experienced: on rolling
understand issues and help clients better understand, engage and succeed in
out a template.
opportunities Rather
from both the Chinese andthan
Australian the China market. We provide:
perspective
suggesting a pre-existing Market Research: market insights, audience / customer
plan, We
Transparent: Wecustom design
are plain speaking your
and candid research, competitor analysis
China
with engagement
each other and with our clientsthat is
China Engagement Strategy: in-house counsel, key
aligned
Engaging: Wetoare your specificconsiderate
helpful, thoughtful, stakeholder relations, China Blueprint workshop,
objectives.
and cooperative and aim to build relationships with Chinese branding workshop, Chinese social media
Acting as your right hand, we support, guide
clients rather than just deliver transactions and training, audience segmentation, communications
and challenge your business to think beyond
outcomes. channel and content strategy
the traditional paths to engaging with the China
Relevant:
market. We. Wedohelp
this clients
because understand and
the path to build
China Chinese Marketing Delivery: WeChat and Weibo
their China relationships to remain relevant in this management, WeChat mini-app and H5 design, Chinese
is a layered mosaic that requires intersecting
rapidly evolving new world and marketplace. SEO / SEM, live streaming, e-commerce and Chinese
your objective with target customer needs.
payment gateways, translation, Chinese PR and media
events, sponsorship and partnership, VIP events and
offline activations
2
BASTION CHINA
CREDENTIALS / BASTION COLLECTIVE
A bit about
Bastion Collective.
Founded in 2008, Bastion Collective has grown from Don’t get us wrong, we’re not just a bunch of
a one room operation to become one of the largest, individuals beating our own path. We believe that
independent, full-service communications agencies ‘the sum of us beats the one of us’ and we realise
in Australia. Our main offices are in Melbourne and that only by working together can we deliver the
Sydney, but we’re dipping our toe in Los Angeles right solutions for our clients.
and Shanghai too.
Walking through any one of Bastion’s yellow doors
Bastion Collective has a unique approach to is a commitment to making each other’s lives’
servicing our clients. We’re a working collective of better; delivering world class solutions that are
specialist companies; each one run by passionate better every time; and running sustainable
experts who have a stake in their own businesses. businesses.
Because let’s face it, you’re more invested in
understanding client needs and producing great This is our family.
work if you have skin in the game.
We are Bastion Collective.
What can we do together?
3
UGG (AUSTRALIA) AUSTRALIAN OPEN
WECHAT ACCOUNT MANAGEMENT & MANAGE LIFESTYLE POSTS FOR AO
INFLUENCER ENGAGEMENT WECHAT ACCOUNT & INFLUENCER
ENGAGEMENT
VIRGIN AUSTRALIA SWISSE
CHINESE SOCIAL MEDIA & PR MARKET RESEARCH AND CHINESE
MANAGEMENT (WECHAT & WEIBO) MARKETING STRATEGY FOR PRODUCT
LAUNCH
COACH MIRVAC
CUSTOMER DATA ACQUISITION & WECHAT NATIONAL SALES STRATEGY THROUGH
MEDIA BUY WECHAT PLATFORM
OLIVER HUME CAPI
WECHAT BRANDING, CHINA STRATEGY AND IN-HOUSE CHINA COUNSEL & SOCIAL
ONGOING ACCOUNT MANAGEMENT MEDIA CHANNEL AUDIT
BASTION CHINA • ACBC WECHAT 2018
KEY INSIGHTS
CHINESE CONSUMERS & COMMUNITIES
5%
DETAILS IN THE NUMBERS
60%+ 70%
AUSTRALIAN CHINESE CONSUMERS CHINESE CONSUMERS
POPULATION SEARCH ONLINE FOR HAVE SEARCHED FOR A
IDENTIFIES AS BEING REVIEWS & PRODUCT ON SMART
CHINESE RECOMMENDATIONS PHONE WHILE IN
PRIOR TO PURCHASE PHYSICAL SHOP
50%+ 93% 60%
CHINESE CONSUMERS CHINESE CONSUMERS CHINESE CONSUMERS
SHARE PURCHASES , SEEK PRODUCT SEEK PAYMENT
OPINIONS, QUALITY WHEN BUYING CONVENIENCE WHEN
EXPERIENCES & AUSTRALIAN BUYING AUSTRALIAN
FEEDBACK ONLINE
1.4MIL $8,300 40%
CHINESE TOURISTS AVERAGE AMOUNT OF CHINESE TOURIST
VISITED AUSTRALIA CHINESE TOURIST SPENDING GOES TO
(80% FREE & SPENDS IN AUSTRALIA AUSTRALIAN RETAIL
INDEPENDENT BY 2020) ($3,320)
BASTION CHINA • ACBC WECHAT 2018
THREE PILLARS OF GROWTH
EDUCATION LED
The growth of Chinese international students and the importance to the Australian economy
highlights an integrated approach across education, tourism, and investment that underpins
the depth and strength of building a market segment approach to Australia’s local Chinese
communities
EDUCATION TOURISM INVESTMENT & EXPORT
INFLUENCE EXPERIENCE UNDERSTANDING
185,000 international students 53% of Chinese leisure visitors are 86% of Chinese tourists stated that they
repeat visitors increased their consumption and
48% of Chinese students stay in purchasing of Australian products after
Australia to seek employment 24% of Chinese visitors have been to visiting
Australia three or more times
Up to 75% of all Chinese visitors to 14% of all families of Chinese students
Australia are either enrolled in Chinese international students spend studying in Australia own local real
education or have children previously on average $1,800 on travelling estate
enrolled or are considering enrolling domestically per annum
78% of all foreign purchases in NSW
Chinese students contributed $5-6 Seeking ‘authentic’ Australian (25%) and Victorian (16%) were China
billion to the Australian economy experience pre July 2017
6BASTION CHINA •ACBC WECHAT 2018
WECHAT 101
WeChat is one the world’s largest WeChat has become a powerful
mobile platforms, with over one billion ecosystem in itself and is revolutionising
3 million
created accounts, and 938 million the business-consumer model.
monthly active users using the app
Whether you have existing relationships monthly active users
every day to communicate with friends
in China or are seeking to tap into the in Australia
and family, interact with brands and
influencers, read news, purchase and
sell goods and services, play games,
market, WeChat is your most valuable
communication and stakeholder 62%
of users speak
management tool. Chinese as their
and much more.
first language
42%
of users reside
in NSW
37%
3,000,000 938M of users reside
in Victoria
AUSTRALIA BASED MONTHLY ACTIVE
WECHAT USERS WECHAT USERS 23%
ACROSS THE of users are
WORLD distributed across
the rest of Australia
34% 65%
OF CHINA’S DATA OF WECHAT USERS
TRAFFIC IS USED ON CHECK THEIR WECHAT DISTRIBUTION IN AUSTRALIA
WECHAT MOMENTS EVERY TIME
THEY OPEN THE APP
7BASTION CHINA
S&GO •• DOCUMENT
ACBC WECHAT
TITLE
2018
CHANNELS TO CHINA
8BASTION CHINA • ACBC WECHAT 2018
START WITH STRATEGY
1 SHORT TERM 2 MEDIUM TERM 3 LONG TERM
DEFINE OBJECTIVES BRAND INCREASED
SUCCESS ESTABLISHMENT & AWARENESS &
AUDIENCE VISIBILITY ENGAGEMENT -
BUDGET RECOGNITION
9BASTION CHINA • ACBC WECHAT 2018
WHAT’S WRONG WITH…
10黑
色
染
缸
Soy Sauce vat of cultureBASTION CHINA • SHINEWING 2018
ONLINE TO OFFLINE
THE OPPORTUNITY
China engagement involves a layered matrix of actions. This
WECHAT &
ensures consumer campaigns focus on building awareness,
CHINESE SOCIAL
retaining and growing your customers, and increasing your
MEDIA
shareability and online visibility. This delivers an integrated
strategy that generates buzz and ultimately drives loyalty,
advocacy, continuous sales and sustainable growth.
CHINESE
CHINESE 020
PR & MEDIA
EVENTS
ENGAGEMENT
12BASTION CHINA • ACBC WECHAT 2018
CASE STUDY: MELBOURNE CUP CARNIVAL
INFLUENCER ENGAGEMENT CAMPAIGN
THE ASK
Bastion China was engaged by Victoria Racing Club (VRA) to invite 8 Chinese
influencers to the Birdcage cocktail party on Oaks Day with the aim to create buzz on
Melbourne Cup Carnival (MCC) on Chinese social media.
THE EXECUTION
Bastion China recommended launching a WeChat campaign to look for the most
influential Chinese in Melbourne who will be offered the exclusive opportunity to go to
the Birdcage. The aim is to generate awareness and interest of MCC and the Birdcage
pre and during the carnival.
Bastion China selected five local Chinese KOLs with influences in different areas,
including fashion, politics, academy, business and student community, and invited them
to the Oaks Day Birdcage cocktail party. The campaign, launched on VRC’s WeChat
platform, featured the five KOLs as the local Chinese influencer models, and encourage
people to showcase their own influence to join these KOLs to the prestigious Birdcage
cocktail party.
THE OUTCOME
20K+ 11K+ 1K+
WeChat post views Unique engagements New WeChat followersBASTION CHINA • ACBC WECHAT 2018
CASE STUDY: MINI COOPER
INFLUENCER ENGAGEMENT CAMPAIGN
THE ASK
Becky Li - 1.6 million WeChat followers (90% female)
THE CONTEXT
Rebecca Minkoff - 1,200 limited edition bags - sold in 1
week
Forbidden City - 400 pieces of limited jewellery 700 RMB
sold in 20 mins
Forbidden City - 10,000 notebooks 66 RMB - within 24
hours
THE OUTCOME
100 $30M
Cars sold Value to Mini
THE COST
25% - 50% commission of sales
$5K - $15K campaign costBASTION CHINA • ACBC WECHAT 2018
THE EVOLUTION OF KOLS
Knowledge Beautiful cyber
sharing stars
Critics on
2009 2012 2014
current affairs
Traditional Diversified
celebrities KOLs
15BASTION CHINA • ACBC WECHAT 2018
BASTION CHINA • ACBC WECHAT 2018
BASTION CHINA • ACBC WECHAT 2018
BASTION CHINA • ACBC WECHAT 2018
BASTION CHINA • ACBC WECHAT 2018
WECHAT CAMPAIGN
HEADLINE
CALL TO ACTION
TRACKABLE
ROIBASTION CHINA • ACBC WECHAT 2018
BEWARE CLICK BAITBASTION CHINA • ACBC WECHAT 2018
BASTION CHINA • ACBC WECHAT 2018
PREPARE THE BATTLEGROUND
⽔水军 WATER ARMY 五⽑毛党 50 CENT PARTY
PAID POSTERS - READY TO STATE-BACKED INTERNET
FLOOD BLOGS, FORUM, AND COMMENTERS FROM 500,000
CHAT GROUPS FOR WHOEVER TO 2 MILLION - WHO PROVIDE
IS WILLING TO PAY FOR BLAND POSITIVE POSTS TO
BIASED COMMENTS, RUMORS, BOOST PATRIOTISM
GOSSIP, AND INFORMATION
OR DISINFORMATION.BASTION CHINA • ACBC WECHAT 2018
ADVERTISING
WECHAT MOMENTS
Y50,000 RMB
NO REAL ESTATE &
FINANCE COMPANIESBASTION CHINA • ACBC WECHAT 2018
WECHAT’S USP Matt Parchment
CREATIVE DIRECTOR
WALLET FUNCTION
AND E-COMMERCE
FUNCTIONALITYBASTION CHINA • ACBC WECHAT 2018
WECHAT PAY
WeChat Pay is an integrated feature of In 2015, WeChat Pay arrived in Australia to
WeChat app which enables the users to pay support local businesses in targeting
instantly with their smartphones using Australia’s most valuable inbound tourism
WeChat. WeChat Pay offers four different market - Chinese.
paying methods which include Quick Pay, QR
Code Payments, In-App Web-Based Each week, Australia receives 19,000
Payments, and Native In-App Payments, all Chinese tourists who each spend an average
to fulfil users’ different payment situations and of $8,000. During October 2016 to September
preferences. 2017, Chinese tourists spent $10.3 billion in
Australia, out of the overall visitor spend of
With WeChat Pay, users who bind a Chinese $41.2 billion.
bank card with their WeChat account are able
to access many goods and services and By offering WeChat Pay, retailers become
complete transactions including: more attractive to Chinese tourists as it not
only simplifies the purchasing process and
• Transfer money to WeChat friends optimises the visitor experience, but it also
• Pay for online purchase on e-commerce reduces the international transaction cost for
websites both parties.
• Mobile services
• Process utilities bills
• Order and pay for taxi and ride-sharing
services
• Book flights and accommodation
• Purchase entertainment tickets
“OVER 90% OF
CHINESE TOURISTS
WOULD USE
MOBILE PAYMENTS
OVERSEAS IF GIVEN
THE OPTION”BASTION CHINA • ACBC WECHAT 2018
BASTION CHINA • ACBC WECHAT 2018
SERVICE INDUSTRY
1 IT IS YOUR CRM INFORMATION HUB 3
BUILD YOUR ON-LINE THOUGHT
CHINESE COMMUNITY LEADERSHIP
2 COMMUNICATION
CHANNEL
OFFLINE TO ONLINE 4
SUPPORT FOR
SALES AGENTS & EVENTS & ACTIVITIES
TEAM MEMBERSBASTION CHINA • ACBC WECHAT 2018
$ HAVE
A QUESTION
YOU PICKED
OF MONEY
THE RIGHT
- HOW CHANNEL(S)?
MUCH?BASTION CHINA • ACBC WECHAT 2018
ENGAGEMENT
1 SOCIAL 30-40% 2 ADS 20-30% 3 INFLUENCERS 20-30%
4 SEARCH 10% 5 EXPERIENTIAL 10%
CAMPAIGN AUSTRALIAN BASED GLOBAL
$8K - $15K $50K - $120K $100K - $1MIL
30BASTION CHINA • ACBC WECHAT 2018
KEY TO ENGAGING CONTENT
1 CREATIVE CONTENT REWARD: 3
• FUNNY & HUMOROUS LUCKY DRAW, COUPON,
• VISUAL APPEALING OR LOYALTY POINTS AND ETC
BEAUTIFULLY DESIGNED
• INTERESTING STORYLINE
• GOOD MUSIC
• SHORT VIDEOS
2 RELEVANT TO THE AUDIENCE
• FEATURES AUGMENTED
KOLS:
FEATURES A FAMOUS
4
REALITY CELEBRITY / ONLINE &
• THE AUDIENCE IS SOCIAL MEDIA CELEBRITY
INTERESTED IN THE
BRAND / CATEGORY /
CONTENT
31BASTION CHINA • ACBC WECHAT 2018
REGULATIONS & CONTROLBASTION CHINA • ACBC WECHAT 2018
AGENCY OR IN-HOUSE
1 LOCATION 2 CONTROL 3 COST
AUSTRALIA LANGUAGE SHORT / LONG TERM
MELBOURNE? OVERSIGHT ROI
CHINA BRAND VALUES RELEVANCY
33BASTION CHINA • ACBC WECHAT 2018
MANAGING YOUR EXPECTATIONS
1 2 3
Clear Measurable Adequate
Objectives KPI Budget
34BASTION CHINA • ACBC WECHAT 2018
AUSTRALIAN GRAND PRIX CORPORATION
2018 CASE STUDY
35BASTION CHINA • ACBC WECHAT 2018
BASTION CHINA • ACBC WECHAT 2018
BASTION CHINA • ACBC WECHAT 2018
CASE STUDY: AUSTRALIAN GRAND PRIX
WECHAT MINI APP - EVENT GUIDE
THE ASK
Bastion China was engaged by Australian Grand Prix Corporation to build a WeChat
account with increased engagement and education for visiting F1 fans.
THE EXECUTION
Aside from the regular official WeChat channel offering, such as links to ticket sales and
education campaigns, we used the API capability of WeChat to create an in-app mini
WeChat event guide that provided details on each race day, interactive map with short
info pop ups, weather, and driver and team rankings.
THE OUTCOME
Creating the first WeChat mini app event guide for an Australian major event. The mini app
was used 3,300 times during the four-day event with average visiting time of 5.18 minutes
per user with a peak of 1,857 visits on Sunday reflecting the usability and functionality of the
app for Chinese visitors on the main race day.
1,106 78,700 189
WeChat Followers Pageviews - 13 influencers Tickets sold
3,300 1,857 5.18MIN
Used over 4 days Visits on Sunday Average visiting timesBASTION CHINA • ACBC WECHAT 2018
ASIA GATEWAY
VIC GOVT FUNDING
WWW.BUSINESS.VIC.GOV.AU IN
THE NUMBERS
50K 20 $1.5M
CO-CONTRIBUTION MINIMUM STAFF TURNOVER
VIC 200 14 JULY
BASED ABN STAFF LESS THAN - CLOSING DATE
GIVEN PREFERENCETOM PARKER DORIS LI PARTNER GM - MARKETING & COMMUNICATIONS M +61 412 345 678 M +61 422 650 009 E tom.parker@bastionchina.com.au E doris.li@bastionchina.com.au BASTIONCHINA.COM.AU Find the Way
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