CHINESE SOCIAL MEDIA MANAGEMENT
David Jones is an iconic Australian luxury department store, which has set up a WeChat account to communicate with Chinese shoppers. However, the account was not managed efficiently. After taking over by China Social Solutions, CSS provided management services focusing on producing high quality fashion related article contents. A single month readership of David Jones’ WeChat account has double than last quarter combined. David Jones’ WeChat has become a weekly fashion magazine with brand and product listings catering to Chinese audience.
China Social Solutions provides comprehensive Chinese social media services. While boosting WeChat article readership, China Social Solutions assisted David Jones to launch monthly advertising campaigns on Weibo. By using the most premium newsfeed advertising unit, China Social Solutions has successfully driven a great number of clicks to David Jones’ online store.
For 2018 Autumn/Winter New Collection Launch, China Social Solutions helped David Jones select a Weibo fashion Key Opinion Leader: Coco Li, and conducted the first Australian fashion show live streamed on Chinese social media: Weibo & Yizhibo. This live event had more than 11,000 concurrent viewers and accumulated more than 346,000+ views with more than 100 shares, 1000 comments and 400 likes.
Singles Day Campaigns
Singles Day started as an “anti-Valentine’s” celebration for single people in China in the 1990’s, but has now become one of the world’s biggest online shopping days and takes place on November 11 every year. While the shopping festival is rapidly gaining traction in Australia, it has established itself as a hallmark sales event for Chinese communities around the world. Combining data-driven marketing with social listening, China Social Solutions identified Australian-based Chinese shoppers have a colossal appetite for Australian products and retail brands like David Jones.
China Social Solutions first recommended client David Jones participate in Singles day in 2018. The campaign performed exceptionally well with a return on investment of 33:1 with encouraging feedback from David Jones and the online shoppers.
In 2019, leveraging learnings from the previous Singles Day campaign, China Social Solutions recognized a copious number of Chinese customers developed trusting relationships with instore sales members. Shoppers were also motivated to receive samples. Hence, this practice encouraged instore visits for purchase. Beyond online promotional codes, China Social Solutions recommended David Jones include a unique bar code for users to redeem instore while simultaneously allowing the agency to track conversions online. An ideal approach to offline to online integration.
The bar code was displayed on paid media material only. China Social Solutions intended for users to organically share the sales message with their friends and families to support media budget efficacies. WeChat was the primary channel employed for this campaign while Weibo was the supporting communications channel.
David Jones’ WeChat account gained over 1,000 new followers for this 1-day campaign while delivering a 3X higher return on investment year-on-year at 100:1. The sales figures equates to a +251% sales uplift vs the previous year and an astounding return on investment of 10,566%.