Case StudyLuxury Sport Influencer Management Cross Cultural Marketing

Melbourne Cup Carnival KOLs

Bastion Asia was challenged to drive ticket sales and awareness prior to Melbourne Cup.

Industry

Luxury Sport

Services

Influencer Management Cross Cultural Marketing

Expertise

We know Australia’s A-list have long loved Spring Racing Carnival, but what about our Chinese influencers? Victoria Racing Club wanted to drive greater awareness of the Melbourne Cup Carnival among Chinese audiences and turned to Bastion Asia to help. One of the challenges with any event is how to drive ticket sales and awareness prior, when you aren’t able to showcase the experience until it happens. With this in mind we strategically developed a pre-campaign to drive these important ticket sales and desire to attend. Our WeChat campaign aimed to find the most influential Chinese in Melbourne who would be offered the exclusive opportunity to attend the Birdcage. To help with our efforts we selected five local Chinese KOLs with influence in different areas to reach diverse audiences – including fashion, politics, education and business – and invited them to the Oaks Day Birdcage cocktail party where our audience could also win tickets by sharing and interacting with Cup Carnival content. The campaign drove 1,000 new WeChat followers and resulted in 20,000 WeChat views and 11,000 engagements.

Results

1,000

WeChat Followers

11,000

Engagements

20,000

WeChat Views

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