Eight Lucky Tips For Australian Brands To Create Winning Lunar New Year Marketing

This article was written by Katrina Hall, Head of Diversity and Inclusion at MultiConnnexions Group, Australia’s leading multicultural and diversity marketing and advertising agency.
Lunar New Year (or Chinese New Year, or Spring Festival) is upon us – a festival widely celebrated in China, Hong Kong, Macau, Singapore, Thailand, Malaysia, Taiwan, Vietnam, Korea, and their diaspora communities in Australia and around the world.
With over 1.5 million people in multicultural Australia celebrating Lunar New Year, it is a critical time for brands to target this huge audience – especially as many are stuck in Australia away from family due to COVID. There are lucrative opportunities for some sectors in particular:
- food and beverage – Lunar New Year feasting is a major part of the festival
- fashion – new clothes are a must-have to start the new year on a lucky step
- finance and property – wealth building is in focus at this time of year
- house and home – spikes in sales for cleaning products, new furniture and home improvements
- health and beauty – with increased social gatherings, people want to look and feel their best
- telecommunications – it is a peak period for calls, messages, and data usage as people call friends and family to wish them well
So how can a brand engage? Here are eight useful tips that Australian brands and organisations can implement to engage with Asian Australians celebrating Lunar New Year.
- Avoid stereotypes
Although cultural symbols are widely used during Lunar New Year and are an important part of the tradition, it is easy to overuse cultural symbols such as firecrackers, lanterns, red and gold etc. to the point of stereotyping. Looking too traditional can cause a brand to disappear into a sea of sameness. Do not be afraid to stand out from the crowd with a modern aesthetic that references tradition in a respectful and tasteful way. Being an authentic Australian brand joining in the celebrations is a good thing.
- Reach your audience on media they love
Platforms like WeChat and Weibo are hugely popular with Chinese and other Asian audiences in Australia. It is very easy and highly impactful to create an owned presence with your own brand’s social media platform or even leverage the power of third-party Australia-based media apps to reach your audience on platforms where they live and breathe. There are also a myriad of Chinese and other Asian-focussed websites that are hugely popular, and other types of media here in Australia that are an impactful way to target your audience.
- Harness the power of emotions
Just as we see with Australians celebrating Christmas, Lunar New Year tends to bring out lots of emotions in those celebrating. Positive emotional themes include family, togetherness, hope for a bright future and mending bridges. Your audience will tend to engage more with emotions, special offers and brand goodwill and well wishes rather than a hard-selling approach.
- Make the effort and be consistent
Our research shows that Asian Australians would like to see more Lunar New Year campaigns and promotions from Australian brands. Our research also indicates that Asian Australians are more likely to buy from brands that engage with them at Lunar New Year. Making the effort to be consistent with your audience makes it more likely that you will win hearts and minds.
- Employ cultural testing
It is not enough to have ‘the Chinese guy from the office’s’ views check your Lunar New Year campaign for you. From strategy to language nuances, imagery, media and more, there are a myriad of factors that impact the success (or failure) of your campaign and one person’s opinion – no matter how trustworthy – cannot provide the detail and level of rigour required. In many cases, the ‘token Chinese office guy’ is a second or third generation who is not representative of your audience. First generation and new migrants tend to be much more language dependent and culturally rooted. Cultural testing with a sample panel is an important step that can iron out any kinks in your campaign while still at the ideas stage.
- Keep your target audience at the core of your planning
Many multicultural media plans start from the premise that multicultural consumers are already exposed to the mass market media plan. This spill-over is sometimes real, however it glosses over a few important issues. Firstly, many Asian audiences are language dependent or may prefer to receive communications in their own language. Secondly, many mass market plans do not take into account cultural nuances and preferences and risk alienating (or offending!) the audience with a message that does not resonate.
- Decorate and celebrate
Local area marketing and in-store initiatives that feature decorative items such as lanterns, red envelopes and posters are a low-cost and impactful way to attract the attention of those celebrating Lunar New Year.
- Be inclusive
Chinese are not the only ones celebrating Lunar New Year. Including other audiences that celebrate is a great way to be inclusive and broaden your reach.
Please login with linkedin to comment
Lunar New YearLatest News

Creating Efficiencies in the Age of Consumer Privacy
In this opinion piece, Jess Miles, Country Manager ANZ of Integral Ad Science, reflects on the questions surrounding consumer data. The ability to collect consumer data online has revolutionised digital advertising by enabling customised targeting strategies and data collection. This reliance on data has been the cornerstone of many audience targeted strategies enabling marketers to […]

Jye Smith Named President Of Vibewire Board
After ten years of board leadership of the young entrepreneurial collective Vibewire, Founder & Co-CEO of Disruptors Co. Gavin Heaton is passing the torch to fellow strategy and creative leader Jye Smith, Founder and Director of branding and design studio DOUBLESTAR CO, who will now take over as Board President.

The Peers Project And Alibaba Group Launch Entrepreneur Podcast Series, ‘The Build Up’
There are now so many podcasts in the world that it would take the average person 98.9 years to find an interesting one.

AnalogFolk Promotes Two Senior Staff
AnalogFolk has promoted two senior staff, but not promoted enough to secure a spot in the downstairs carpark.

“Destroying The World!”: Confusion Reigns As Mr Potato Head Goes Gender Neutral
Mr Potato Head goes gender neutral. Barbie apparently happy she's no longer the most marginalised one in the toy aisle.

New Mercedes G-Class Campaign From Akkurat Studios Makes A “Pointe”
B&T arrived to work this morning in a chauffeured Mercedes-Benz. Well "chauffeur/government bus driver", same thing.

Kia Selects Cartelux To Spearhead Dealer Ad Technology
It's not one but four motoring articles today, dear readers. Call it coincidence as B&T really knows nothing about cars.

‘Woka-Cola’: Trump Supporters Boycott Coca-Cola Over Anti-Racism Seminar
Trump supporters are calling for a Coke ban in the US. However, it remains doubtful if that will grow their teeth back.

Dear God! Triple J Books Return Of OG Wiggles For Like A Version
It's all hot potato and big red cars in the B&T office this morning. Scottish staffer reconsiders visa application.

Thursday TV Wrap: MAFS Hands Nine The Win On A Quiet Night
Last night's TV numbers again appeared to confirm that after 15 years still nobody's watching Bondi Rescue.

Twenty-Seven Year Old Australian Margaret Zhang Appointed Editor Of Vogue China
Who doesn't love to see Aussies doing well on the world stage! Okay, maybe not Schapelle Corby or Mel Gibson.

VOZ Insights: “Television Is Now An Everywhere, Multi-Device Medium”
Only Jesus' second coming and the next Guns N Roses album officially taking longer than the arrival of VOZ.

Australian CDP Lexer Raises $33.5M In Funding
Lexer, the Customer Data Platform for brands and retailers, today announced it has raised AU$33.5 million in Series B funding, bringing its total funding to AU$43 million. The round was led by Blackbird Ventures and King River Capital, with Series A investor January Capital also participating. Blackbird’s Rick Baker will join the Lexer board. The […]

CHE Proximity Unveils Latest Work For eBay
These new eBay ads have an eerie sense of déjà vu. Worse, a not overly funny déjà vu either.

Thrive PR + Communications Makes Multiple Hires Across Sydney & Melbourne
Thrive PR has announced a string of new hires, none of whom chain smokes or swigs from a Stoli bottle.

Peroni’s Zero Alcohol Beer Partners With Aston Martin, Ahead Of Its Formula One Return
Problem with zero alcohol beers is it's all the urine but without the embarrassing one-night stands of full-strength.

Pepsi Brings Messi, Pogba And Sancho To Life In Bubbly New Campaign
B&T's shamelessly namedropping in this headline. Unless you've no idea who they are, then just move to the next article.

Chief Of Cherokee Nation Calls For Jeep To Retire Vehicle Name: “It’s Time”
Do you own a Jeep Cherokee? Well, watch it instantly devalue by a good 10 grand by simply reading this.

Women’s Lifestyle Media Company The Grace Tales Acquired By AllBright
Local women's lifestyle media company receives what all publishers are looking for - a large cheque in an acquisition.

Martech Myths: Why Most Organisations Waste Ninety-Five Per Cent Of Their Software Capabilities
This expert columnist is debunking martech myths. Including the one about Salesforce making you pregnant.

Net Profit Up 60% For Southern Cross Austereo On The Back Of Leaner Operating Model
Southern Cross Austereo's profits up 60%! Which certainly made interviewing Grant Blackley today a lot less awkward.

Cummins&Partners Welcomes PR Agency Romano Beck, Bringing Creative, Media and PR Under One Roof
Cummins&Partners has welcomed Romano Beck, who may sound like a swarthy Italian actor but is actually a PR agency.

CarsGuide Partners With Mitsubishi, Wavemaker To Create Virtual Road Trips
CarsGuide, Mitsubishi and Wavemaker create virtual road trips that includes virtual car sickness.

Petition To Ban Same-Sex Kiss In Cadbury Crème Egg Ad Garners 56,000 Signatures
Cadbury Crème Eggs join Durex condoms & Frankie Goes To Hollywood on list of things Christians find hard to swallow.

Future of TV Advertising Conference: Times Are Tough, But We’re All In This Together
B&T's reporting live from today's Future Of TV event. Not before mistakenly going to the dental hygienist conference.

TV Will Not Only Build Your Brand, It Will Get Your Cash Registers Ringing
There can be no denying TV's power as an advertising medium. Putting aside Holey Moley and Plate Of Origin, that is.

TikTok Continues To Fight COVID Misinformation
Current COVID misinformation includes the vaccine can make you pregnant while developing a Lionel Richie addiction.

Wednesday TV Wrap: 10’s The Cube Debuts To 567,000, Gives MAFS A Little Hickey
B&T's delivering all of last night's TV numbers, dipped in chocolate, rolled in coconut, with a tasty jam-filled centre.

As Bruce Springsteen Is Cleared Of Drunk Driving Charge, Jeep Resumes Use Of Super Bowl Ad
With the Springsteen saga dealt with, Jeep now turns its focus to Michelle Bridges as its next brand ambassador.

WPP AUNZ’s Unveils 32.6% Profit Drop For 2020, Revenues down 14.1%
WPP AUNZ's results out today made for some pretty sobering reading. That's why B&T read them with a couple of daiquiris.