BEFORE WE GET STARTED... 
- SOMETHING GOOD TO KNOW -
 
80% of all Chinese social-commercial engagement occurs within the WeChat social application.
 
 - IT'S ALSO HOW CHINESE PAY -  
WeChat is the primary means for convenient payment, not just for Chinese, but also for a growing number of cross cultural users. 
 
 - HOW COULD WECHAT ADVERTISING HELP? - 
Promoting your products and services through WeChat and RCN Syndicated Partners, is the best way to reach, engage and create a loyalty pathway with Chinese consumers and influencers both in New Zealand and their networks overseas.
 
 - WECHAT OFFICIAL ACCOUNT (OA) - 
Having a WeChat OA is the proven pathway for premium brands to establish trust and engender loyalty.
 
However, before a WeChat OA Set-Up occurs, a premium brand can begin immediate pre-immersion advertising activity to 'test the water' and achieve sales.
 
Sales are best driven by leveraging famous local Chinese influencers, whose opinions are trusted.  
 
These influencers are called KOL's or Key Opinion Leaders and when they speak about your brand, this can help to establish a trusted relationship.
 - CHANNELS TO MARKET - 
杨槿鸿 | Simon Young - KOL
WeChat Official Account.
Influencer Channel.
Introduce Premium Brands to Chinese NZ.
  • Red Hat Talks
    • Production Style.
      • Edutainment
      • Infotainment
      • Celebrity KOL
      • Intro Brand
    • Content:​
      • Repurpose Western Content
        • Chinese language.
        • Correct context. ​
      • Create Bespoke campaigns. 
        • Relevant to Chinese.​
        • Connect to events.
    • Format:
      • Articles,
      • Pictures,
      • Video.
    • Demographics​
      • 70% Female ​
      • Decison maker
    • Example:
      • MPI Bio Security.
 - ABOUT SIMON YOUNG - 
Simon was chosen by Saatchi and Saatchi, Starcom and NZ Electoral Commission as the celebrity Kiwi face of the 2017 Elections to engage Chinese New Zealanders to vote. 
 
杨槿鸿 (Simon's Chinese name) has become New Zealand's most popular and effective Western 'influencer of influencers' Channel to engage Chinese in New Zealand in Premium Brands.
Placing content in Simon's channel has adds immediately value to Premium brand credibility. 

CONTENT CREATION
"Repurposing". 
RCN takes your beautiful brand promotion and converts this into Chinese language content and context, adding in call to actions which make sense to the customer journey to drive sales and loyalty. 
SYNDICATION
RCN further extends the reach of campaigns through syndication of your content into RCN channels and Partner Channels.
About this promotion.
Chinese Advertising.
Marie Young
Director of Operations
+64 21 100 4041
Sell to Chinese Locally
NEW ZEALAND
BRAND RECOGNITION MARKETING CAMPAIGN
with Concierge action. 
 
What we are promoting. 
  • Wellington Weekend Package.
  • Enter the Draw before 28 Feb.
  • WETA WORKSHOPS.
  • Luxury Brand. Elegance. Sophistication. 
  • Bookings. 
Key Messages:
  • InterContinental is the leading luxury accommodation provider in Wellington.
  • Exclusive Weta Workshop gifts are available when purchasing this package.  
Duration. 
  • 06-02-18 to to 28-02-18​
  • Across 3 weeks / 22 Days
 
Target Audience.
  • Visitors to Wellington and Weta workshop.
  • Coming from out of Auckland.
Concierge.
Call hotel and book 
OR
Use our concierge.
  • RCN Concierge Landing Page in Chinese language.
  • Bookings managed by the RCN Chinese team. 
  • Immediate Automated Chinese response. 
  • Forwarded to Hotel as they come in. 
  • Luxury preferential experience. 
How we achieve the reach.
RCN CHANNELS
  • Simon Young KOL
    • WeChat OA - Reach 7,100
    • WeChat PA - Reach 12,000
    • Weibo VA - Reach 7,588
    • Miaopai Video - Reach 7,644
    • Facebook - (new account) 
SYNDICATED CHANNELS
  • GoKiwi - 400,000 NZ & Overseas Chinese
Media Content.
  • Repurpose Video, Graphics and text into Chinese language and context into two audio-visual articles. 
Frequency.
  • 3 post into 5 x KOL Channels = 15 KOL. 
  •  1 post into 1 x GoKiwi Channel = 1 syndicated.
How we measure success. 
  1. Number of Article and Video views. 
  2. Click throughs to *Concierge.
  3. Bookings from *Concierge. 
How we get this started.
  • 02-02-18 | Pay RCN $3000 + GST
Production Milestones.
  • 05-02-18 | MONDAY Content Production 9am - 3p
  • 05-02-18 | MONDAY Your Approval by 4pm
Campaign Milestones.
  • 06-02-18 | 1st Advertising Placement. 
    • WeChat OA - Reach 7,100
    • WeChat PA - Reach 12,000
    • Weibo VA - Reach 7,588
    • Miaopai Video - Reach 7,644
    • Facebook - (new account) 
  • 09-02-18 | RCN team review results​
  • 12-02-18 | RCN reports results to Hotel.
  • 14-02-18 | 2nd Advertising Placement.
    • WeChat OA - Reach 7,100
    • WeChat PA - Reach 12,000
    • Weibo VA - Reach 7,588
    • Miaopai Video - Reach 7,644
    • Facebook - (new account)
    • Go Kiwi SYNDICATED - 400,000
  • 16-02-18 | RCN team review results
  • 19-02-18 | RCN reports results to Hotel.
  • 21-02-18​ | 3rd Advertising Placement.
  • 28-02-18 | Campaign Ends
  • 02-03-18 | Report on Campaign Results. 
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