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Case Studies

Fletcher Living RED Influencer Campaign

Background

Fletcher Living, a well-known residential property developer in New Zealand, aimed to explore new digital marketing channels to expand its brand presence and engage with potential customers. Recognizing the growing influence of Little Red Book (RED) among Chinese audiences, Fletcher Living sought to test this platform to determine if it could be a suitable fit for their marketing strategy.

Objective

The main objectives of this campaign were to increase brand awareness of Fletcher Living on the RED platform and to evaluate the platform’s effectiveness for future marketing efforts. The campaign aimed to experiment with different types of content and influencer tiers to gauge audience engagement and response.

Solution

We devised a comprehensive RED influencer campaign strategy that involved collaborating with bloggers of varying tiers (from micro-influencers to macro-influencers) to create a diverse range of content formats and topics. The approach included:

  1. Diverse Content Formats: We experimented with multiple content formats such as photos, videos, and live streams to showcase Fletcher Living properties and brand values. This diversity allowed us to see which formats resonated most with the audience.

  2. Varied Content Angles and Topics: Influencers were encouraged to explore different angles, including property tours, lifestyle integration (e.g., how living in a Fletcher Living home complements various lifestyles), and home-buying tips. This variety helped to appeal to different audience segments and provided a holistic view of the Fletcher Living brand.

  3. Targeted Influencer Selection: The campaign involved a mix of KOLs (Key Opinion Leaders) and KOCs (Key Opinion Consumers) to reach a broad audience, from those interested in real estate investment to those looking for lifestyle inspiration.

Result

The campaign successfully increased Fletcher Living’s brand awareness on the RED platform, with all content formats and topics receiving positive engagement and feedback. The varied approach allowed Fletcher Living to effectively test the platform’s potential, confirming that RED could be a valuable channel for reaching their target market. The campaign generated high visibility and engagement, providing valuable insights for future marketing strategies.

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