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Case Studies

Mānawa Bay Little Red Book Account Launch

Background

Mānawa Bay, New Zealand’s first premium outlet shopping mall, sought to attract both local Chinese residents and Chinese tourists by increasing its visibility and engagement on popular social media platforms. Given the influence of Little Red Book (LRB) among Chinese audiences, Mānawa Bay aimed to leverage this platform to build brand awareness and drive foot traffic to the mall.

Objective

The primary objectives of this initiative were to establish a strong presence on LRB, connect with the Chinese community in New Zealand and abroad, and drive both online and offline engagement. The goal was to create engaging and relevant content that would resonate with the target audience and stimulate social discussions around Mānawa Bay.

Solution

We developed a comprehensive LRB strategy to effectively reach and engage Chinese shoppers. The strategy included:

  1. Account Establishment and Content Planning: We set up an official LRB account for Mānawa Bay, focusing on creating high-quality content that highlights the unique offerings and experiences available at the mall. This included showcasing a variety of premium brands, exclusive promotions, and the mall’s vibrant atmosphere.

  2. Targeted Content Themes: The content was strategically planned around themes that would appeal to both local Chinese residents and tourists. Themes included:

    • Shopping Guides and Tips: Providing followers with curated shopping guides, highlighting must-visit stores and the latest arrivals.
    • Exclusive Promotions and Events: Announcing special sales, events, and promotions to create urgency and encourage visits.
    • Lifestyle and Experience Posts: Sharing content that showcases the lifestyle aspect of shopping at Mānawa Bay, such as dining options, entertainment facilities, and unique experiences that make the mall a desirable destination.

  3. Engaging Visuals and Interactive Content: To capture the audience’s attention, the content included high-quality images, videos, and interactive elements such as polls and Q&A sessions with followers, encouraging them to engage directly with the brand.

Result

The campaign successfully attracted significant attention on LRB, with the content generating substantial engagement and sparking social discussions among both local residents and tourists. The strategic content approach helped to build brand awareness, enhance Mānawa Bay’s reputation as a premier shopping destination.

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