The Cancer Council Australia has launched a sunscreen/skin health digital marketing campaign via Aussie multilingual digital agency Digital Crew to educate Chinese consumers on sun protection and correct sunscreen application.
The campaign launches into China’s summer, targeting four million people over four months. The target markets will be initially high-income, middle-class working mums with young children, as well as men and women leading healthy and active lifestyles.
The potential market is the 1.3 billion in China and the growing number of ‘netizens’ – people who shop online.
Ophenia Liang, co-founder and director of Aussie multilingual digital agency Digital Crew said the challenges of marketing in China include complying with strict brand guidelines which confine the development of creative and engaging social content.
“We develop the Cancer Council’s brand awareness and reputation in mainland China by building a Chinese digital marketing communication matrix for the company on dominant social media platforms. These include Weibo, WeChat, Baidu.com, Zhihu, Douban etc.,” she said.
“Weibo is one of the most popular social media platforms in China, in use by well over 30 per cent of internet users with a market penetration similar to the United States’ Twitter.
“As an integrated social media platform, WeChat, developed by Tencent in China, is probably the most important social network in China, as it allows family and friends to connect easily across countries.
Liang said another key digital marketing strategy for Digital Crew is to engage with key opinion leaders (KOLs) and their consumers on a regular basis via different digital platforms.
“KOLs are celebrities and fashion doyennes who are a key communications and marketing vehicle for the Chinese market,” she said.
“We work with KOLs through their celebrity and fashion blogs, and general social media.”
Client: Cancer Council Australia
Brand manager – Lily Lee
Brand integration project leader – Alina Malkin
International sales and marketing executive – Katrina Larsson
Agency: Digital Crew
Account director – Sean Chang
Account manager – Brenda Chan
Chinese strategist – Charlie Bao
Creative director – Ming Lu
Technical director – Waicung Feng
Content strategist – Sherry Liu