The Gaibo Agency launches app to target locally-based Chinese influencers

The Gaibo Agency, an Australian agency focused on Chinese Australian-based influencers, has launched an app and digital platform aimed at connecting brands and the growing number of Chinese content creators and influencers based locally.

The app, Gaibo Influencers, looks to provide Australian brands access to a generation of affluent, young Chinese consumers in Australia.

The Gaibo Agency, managing director Garry Burns told Mumbrella the app, which launched this week, is like an “online marketplace to connect content creators with brands”.

Gaibo Influencers app interface

The platform connects to the key social media platforms used by Chinese and Asian consumers, including WeChat, Weibo, Xiaohongshu, BiliBili, Douyin, Youku and Instagram.

Prior to the app’s launch, The Gaibo Agency has already launched campaigns with organisations in Victoria, including the City of Melbourne, the National Gallery of Victoria, Wine Victoria, Chadstone The Fashion Capital, Experience Co and The City of Ballarat.

Clients can upload  briefs online via a desktop interface, which is then made available to view on the app by influencers who then respond to the briefs. Organising and proceeding with a campaign is then a direct communication between the client and influencer.

Garry Burns and Jessica Xue

Jessica Xue, principal at The Gaibo Agency said: “There are over one million Chinese living in Australia, and brands are recognising just how powerful this market segment is, and the growth opportunity that exists if they tap into this cohort.”

Burns said that a campaign is currently running in collaboration with the City of Melbourne, promoting the FOMO festival, using 20 influencers to engage with the local Chinese community.

Campaigns developed exclusively on the platform are in development, with a national rollout planned according to Burns. The app was developed by Xue and Burns.

“The platform and app have been in development for over 16 months and will transform how brands can reach and engage with high-spending Chinese consumers. Whether a brand is looking to build awareness amongst the local Asian community, team up with local Chinese content creators for an event activation, or undertake an authentic product review, we have this country’s most powerful Chinese and Southeast Asian influencers at our fingertips,” said Xue.


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