DAVID JONES

  DAVID JONES CHINESE SOCIAL MEDIA MANAGEMENT & CAMPAIGNS

Account Management

David Jones, an iconic Australian luxury department store, set up a WeChat account to communicate with Chinese shoppers. However, the account was not managed efficiently initially. After China Social Solutions (CSS) took over, the focus was on producing high-quality fashion-related content. This led to a significant increase in engagement, with monthly readership doubling compared to the previous quarter. David Jones’ WeChat account evolved into a weekly fashion magazine featuring brand and product listings tailored for the Chinese audience.

CSS provides comprehensive Chinese social media services. In addition to boosting WeChat article readership, CSS assisted David Jones in launching monthly advertising campaigns on Weibo. By utilizing premium newsfeed advertising units, CSS successfully drove a substantial number of clicks to David Jones’ online store.

Influencer Engagement

For the 2018 Autumn/Winter New Collection Launch, CSS helped David Jones select a Weibo fashion Key Opinion Leader (KOL), Coco Li, and conducted the first Australian fashion show live-streamed on Chinese social media: Weibo & Yizhibo. This live event attracted over 11,000 concurrent viewers and accumulated more than 346,000 views, 100 shares, 1,000 comments, and 400 likes.

Singles Day Campaigns

Singles Day, which started as an “anti-Valentine’s” celebration in China in the 1990s, has become one of the world’s biggest online shopping days, occurring on November 11 each year. As the shopping festival gains traction in Australia, it has established itself as a hallmark sales event for Chinese communities globally. Combining data-driven marketing with social listening, CSS identified that Australian-based Chinese shoppers have a colossal appetite for Australian products and retail brands like David Jones.

CSS first recommended that David Jones participate in Singles Day in 2018. The campaign performed exceptionally well, with a return on investment (ROI) of 33:1 and positive feedback from both David Jones and online shoppers.

In 2019, leveraging learnings from the previous campaign, CSS recognized that many Chinese customers had developed trusting relationships with in-store sales members and were motivated by sample offerings, encouraging in-store visits for purchases. Beyond online promotional codes, CSS recommended that David Jones include a unique barcode for users to redeem in-store, while simultaneously allowing the agency to track online conversions. This approach effectively integrated offline and online strategies.

The barcode was displayed on paid media materials only, intending for users to organically share the sales message with their friends and families, thus supporting media budget efficiency. WeChat was the primary channel for this campaign, with Weibo as the supporting communications channel.

David Jones’ WeChat account gained over 1,000 new followers during this one-day campaign and delivered a 3X higher ROI year-on-year at 100:1. The sales figures equated to a 251% sales uplift compared to the previous year, resulting in an astounding ROI of 10,566%.

We’ve been proud to work with David Jones since 2017, showcasing our team’s strong service capabilities in consistently delivering exceptional results and maintaining long-term client satisfaction. Our ongoing partnership is a testament to the trust we’ve built and the high level of service we provide.

Want to know more about all the exciting projects we’ve been working on?
Follow us on LinkedIn: China Social Solutions