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Mini Australia targets Chinese migrants with Weibo presence

Mini Australia WeiboMini Australia is targeting Chinese Australians with a social media push timed to coincide with Lunar New Year with the brand establishing an official brand presence on Chinese social media site Sina Weibo.

According to Mini Australia, the move is the first time an Australian automotive brand has utilised China’s social media giant Weibo .

The Mini Weibo presence will aim to engage Mini buyers within the Chinese community in Australia.

Mini CRM and digital manager Alex McLean said: “Mini is a brand for leaders, not followers. So it’s natural for us to be the first on Weibo, the most influential Chinese social media for the local community.

“We see Weibo as a great channel to build a relationship with this community, in an exciting environment that other car brands have not ventured into as yet”.

Multicultural marketing agency Etcom, part of Ogilvy Australia, will retain attention via regular posts and other community management.

Etcom general manager Thang Ngo said: “Print advertising is traditionally the first channel that comes to mind by many brands in Australia to reach different multicultural groups. However, MINI Australia wanted to pioneer a different channel.”

Ngo explained the choice of Weibo is to target new Chinese migrants to Australia who are likley to maintain Weibo to keep in touch with family and friends in China where Twitter and Facebook are both banned.

“This kind of social environment is the perfect platform for Mini, which is a young, edgy, visual and  emotive brand. It also allows Mini to establish an ongoing dialog with potential customers within the Chinese Australian community. We feel confident that this new and bold move will engage an entirely new market for Mini – all in time for Lunar New Year.”

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