By Leveraging Chinese Social Media Platforms Such As WeChat And Little Red Book, Zoos Victoria Exemplified The Power Of Understanding Target Audiences.
Zoos Victoria, a renowned conservation organization, aimed to attract more members, particularly Chinese families residing in Australia, to experience their unique wildlife offerings. Overcoming the challenge of reaching this demographic through traditional channels, an innovative campaign was devised.
1. Through social listings on platforms like WeChat and Little Red Book, valuable insights were gathered regarding Chinese families ‘preferences at the Zoo.
2. To resonate with the target audience, the campaign’s design artwork, including images and videos, incorporated curated messages tailored to different segments within the Chinese community.
By tailoring the campaign to the specific interests and preferences of Chinese families and international students, Zoos Victoria established a strong connection, driving increased membership acquisition and positioning themselves as the ultimate wildlife experience provider.