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Case Studies

Chinese New Year Marketing Campaign for Mercedes-Benz NZ Dealership

Background

We partnered with a New Zealand dealership of Mercedes-Benz to deliver a fully integrated Chinese New Year (CNY) marketing campaign.

 

The goal was to attract local Chinese customers through premium in-store decoration and targeted Rednote (Xiaohongshu) marketing.

 

Objective

Chinese New Year is a key cultural moment for Chinese consumers in Auckland and across NZ.

The dealership wanted to:

  • Increase showroom visits from the Chinese community

  • Strengthen brand awareness during Chinese New Year

  • Create a premium festive atmosphere in-store

  • Promote CNY offers through Chinese social media

  • Connect offline experience with online engagement

The campaign needed to stay aligned with Mercedes-Benz’s luxury positioning while feeling culturally authentic.

Solution

Our strategy focused on integrating offline activation with Chinese social media marketing. We designed and installed a premium Chinese New Year showroom decoration that aligned with the brand’s luxury image while creating a culturally authentic and visually engaging retail environment. The setup was carefully planned to enhance vehicle displays and encourage in-store photo sharing.

 

To amplify the campaign, we launched a targeted Rednote (Xiaohongshu) marketing campaign aimed at Chinese consumers in New Zealand. We developed localised Chinese-language content showcasing the festive showroom experience and seasonal promotions, supported by paid boosting to reach Auckland-based Chinese users. By connecting in-store decoration with digital storytelling, we created a seamless online-to-offline (O2O) marketing journey.

Result

The campaign increased visibility among Auckland’s Chinese community, strengthened engagement on Rednote, and enhanced the dealership’s presence during Chinese New Year. The integrated approach successfully combined retail experience design with Chinese digital marketing in NZ.

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