How To Enhance Asian Market Engagement Through Targeted Influencer Marketing?
MECCA, a renowned beauty retailer in Australia, has been at the forefront of providing customers with top-quality global beauty products since its inception in 1997. They approached Brand Asia to collaborate on a joint campaign with UnionPay, a prominent China state-owned bank issuer with an objective to raise awareness among local Chinese communities and on China social media platforms.
1. We identified top Asian influencers in both China and Australia and curated an exclusive in-store experience for them to generate buzz. Our campaign reached over 800,000 individuals through just five influencers and stimulated more than 3,000 conversations on social media.
2. We orchestrated a targeted media campaign for the opening of MECCA Maxima store in Melbourne Central, attracting over 1,000 customers out of which 70% were Asians.
Our strategic approach and understanding of consumer behavior helped MECCA successfully engage the Asian market and strengthen its brand presence. The collaboration exemplified the power of influencer marketing and paid media in driving growth.