2018 has been a year of great achievements of successful campaigns for LMG. In WeChat marketing, content is the key. At the end of the year, we look back at some of the outstanding WeChat marketing content that our experienced editorial team has created.
LMG’s editorial team wrote a headline article on WeLife about Huawei’s new Mate 20 Pro launch in Australia in November.
The challenge was that WeChat channels and Chinese media across Australia would also publish news about the launch on the same day. So LMG had to find a creative and unique angle to write the news article and also highlight also the product features and information.
This headline article starts with the first brand that many local Australians would come to mind when talking about China. In the video, many westerners’ answer was “Huawei”, and this leads to the new Huawei phone model.
The article introduces all features and highlights in great detail, and the style is conversational and suited to the young audience.
This article attracted more than 30,000 click-throughs and many comments and is one of the most-read ads we had in 2018.
- Flyggy (travel agency under Alibaba)
Flyggy approached us in October wanting to promote its South Pole trip to the Australian Chinese market. The trip itself is interesting enough, but it was challenging to make the actual product appealing to the audience and encourage them to purchase it.
With careful market research, the editorial team decided to focus on the animals and food as the highlights of the South Pole trip. The trip is communicated as “once in a lifetime” experience, but also is realistic and attractive as an actual product.
After publication, this article received more than 20,000 views and many comments.
Long-standing client Aptamil invited a member of LMG to embark on a trip in New Zealand to discover its factories and production line. We produced original photos and first-person experience content, which made the content more personal and relatable.
Baby formula and milk powder has always been popular products among Chinese consumers both in Australia and China, and the challenge was to help Aptamil stand out among the many Australia baby formula brands. The insights and behind-the-scene photos of Aptamil’s production provided helpful resources for the marketing content.
This headline article on WeLife received close to 20,000 views.
Nu-Lax is popular among Chinese consumers and Daigous (resellers) for its laxatives. Young Chinese women are fixated on keeping slim and not getting overweight, so the laxative feature of Nu-Lax products makes it well-received by the market.
Nu-Lax invited LMG to it new Melbourne factory launch and also wanted to promote its newly-launched fibre products. The event went smoothly and Nu-Lax received a lot of support from Chinese Daigous who want to sell their products back to China. With the successful product sales chain, the WeChat promotions also went well, with many shares from Daigous.
The article received more than 18,000 views and many comments.
CBRE is a long-standing client engaging us for a 12-month WeChat campaign with new content published every fortnight. LMG’s editorial team is responsible for creating the content that leads with topical news in the commercial real estate industry in Australia.
The content is written in the style of a news article that explores the latest trends or news in real estate that also interest the local Chinese demographic.
For example, the article about the recent sales of two Woolworths properties in suburban Melbourne to Chinese buyers attracted a lot of attention from our audience and the article had more than 9,000 views as an article placed in a non-headline position.
Decathlon was launching its brand-new store in Box Hill, a suburb with a large Chinese community in Melbourne. Decathlon has opened many stores in China and is well-known among the Chinese population, so news about it opening up in Melbourne would be very popular.
One of the main campaign goals was to encourage people to sign up as members before the opening. LMG’s editorial team developed the article leading with many people’s difficulty with finding appropriate sportswear or equipment for their sports activities. This addresses many people’s problems and Decathlon is then brought in as a solution.
This article received more than 6,800 click-throughs as a non-headline article.
From the above examples, it’s obvious that content is one of the most important elements in a WeChat campaign. Good content is original, creative and appealing to the WeChat audience. It grabs people’s attention and encourages them to buy the advertised product.
LMG’s editorial team has been creating authentic and timely content for our readers everyday for the past six years, an