Zebra Direction Helps Australia Post Connect Through Weibo

Zebra Direction Helps Australia Post Connect Through Weibo

Zebra Direction is helping Australia Post promote its TMall online ‘shop within a shop’ through Chinese social media site Weibo.

Ben Quist
Posted by Ben Quist

With a focus on the growing affluent twenty-something Chinese female shopper who demands brands, authenticity and the quality that Australian products delivered, Australia Post commissioned Zebra Direction to create a quirky and slightly kitsch online video to create attention to their online TMall shop and the quality Australian products that it sells and delivers.

In addition to reinforcing the qualities the experienced Chinese online shopper seeks, Zebra Direction was allowed the latitude to step outside the organisational brand structure in order to appeal to the audience sense of humour and promote peer to peer sharing and engagement through social media platform Weibo.

The video is being released to coincide with Singles Day, one of the largest online trading day in China.