Melbourne Cup Carnival KOLs

Positioning the Spring Racing Carnival as a must-do among Chinese audiences.

THE ASK

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 China to help.

THE APPROACH

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 RESULT

The campaign drove 1,000 new WeChat followers and resulted in 20,000 WeChat views and 11,000 engagements.

WE ARE PART OF BASTION COLLECTIVE

Bastion Collective is the largest independent communications agency in Australia. We exist to be the Bastion of Australian Ingenuity. Our integrated agency network allows us to deliver simple, original and resourceful communications solutions to our clients' complex problems. Bastion Collective clients can use us for one specialist service or our entire integrated offering, delivered through one central point of contact.
We do this all to help our clients create, grow, measure and protect their businesses.

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