As Melbourne’s future-focused builder, Eastbound has built 50 projects across Melbourne with proven experience and new-age ambition, from premium multi-dwelling developments to bespoke single homes. Multiple townhouse projects including over 150 family homes.
18%
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5192
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106
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Eastbound is a local architectural design team in Melbourne. As more and more Chinese people come to Australia and want to build houses in Melbourne, Eastbound finds that it is not enough to just serve the locals, and it will make them miss a lot. High-quality and long-term customers, so they are one step behind in promoting Chinese social media. They are suppressed and urgently need a professional local Chinese advertising team to take care of their Chinese social media operations, help them attract overseas Chinese traffic, and open up Chinese in Australia. To achieve a stable, accurate and ruthless market share.
After many times of communication with the client and analysis of the client’s pain points, we adopted the following strategies for this client to help operate the Red Book social media account and open up the Chinese market in Australia:
Set precise user audience
In order to attract more users to the account of Eastbound in the shortest possible time, we spent a lot of energy doing in-depth industry and market research on the original fans of the account before taking over the account. Multiple communications with Eastbound’s account manager have accurately outlined the user portraits that can bring the greatest conversion. Among them: male users account for the most, fans over the age of 25 account for more than 40%, and their interests are distributed in home decoration. The user is a Melbourne user. After determining the user portraits, we will release updated copywriting that will be closer to their interests and hobbies, thereby increasing the viewing and reading volume of Red Book social media.
Formulate annual content plan
An annual overall strategy formulated to achieve stable operation and maintenance of Red Book social media, increase brand exposure, attract brand traffic, increase the number of account fans and convert potential customers.
Since we took over, the reading and viewing traffic of Eastbound Red Book media has increased significantly. From the initial stage of taking over, after only four months of operation and maintenance, reading has been realized by opening a Red Book account and regularly maintaining and publishing copywriting Viewing traffic has grown from 1k per month to 5k+ per month. Under the influence of background fan interaction and the strategy of leaving messages and comments, the total number of monthly interactions has increased to 200+, and the traffic has shown a clear upward trend.
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