MEDIBANK

 MEDIBANK CHINESE SOCIAL MEDIA CAMPAIGN

China Social Solutions supported Medibank in developing extensive Chinese social media campaign across Weibo, WeChat and Little Red Book (RED). Leveraging our position as partners of Weibo, WeChat/Tencent and RED in Australia, we provided Medibank with access to the latest products and tailored media solutions to meet their objectives.

Weibo Campaign Success

To achieve Medibank’s goal of significant exposure within the Australian Chinese community, we recommended the Weibo Mobile App – Welcome Placement. This innovative media solution allowed Medibank to engage users before they logged into the Weibo app, achieving an average of 200,000 impressions and more than 500 clicks per day. Complementing this, Weibo newsfeed banners were utilized to further drive engagement, resulting in over 10,000 clicks on Weibo within six weeks. The campaign garnered positive feedback from the Australian Chinese community and established a strong presence for Medibank.

WeChat KOL Engagement

In addition to the Weibo efforts, we sourced Australian WeChat Key Opinion Leaders (KOLs) for Medibank. By placing banners with QR codes linking to individual Medibank sales members’ WeChat accounts in KOLs’ news updates, we enabled direct interaction between potential customers and Medibank’s Chinese sales team. This approach facilitated meaningful connections and support for Medibank’s WeChat customer service.

Launching on Little Red Book (RED)

With the rise of Little Red Book (RED), China Social Solutions helped Medibank become the first Australian insurance brand to launch on the platform. We managed their RED account, developed an organic content strategy, and executed paid media and influencer campaigns. This strategic approach drove leads to the WeChat customer support team, creating a seamless cross-platform experience for users. Our efforts resulted in a highly effective and cost-efficient way for Medibank to generate inquiries and engage with their audience.

Our comprehensive approach provided Medibank with valuable insights into the needs of the Chinese community, setting the stage for future campaign successes.

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