Homepage Star China Pty Ltd newsroom

Star China Targets Chinese Market on WeChat

Announcement posted by Star China Pty Ltd 26 Jun 2018

Advertising agency Star China has successfully made use of WeChat to promote the pop up store of Bread & Beast at HWKR centre in Melbourne. Their efforts resulted in a 200% increase in sales, when measured weekly on the same day. Done in phases the campaign started by targeting broad range customers to making them aware of Bread & Beast.

HWKR takes some inspiration from Asian hawker centres, but there’s something very Melbourne about the place. It hosts several vendors, who change every few months. Hong Kong-based Bread & Beast is one of the first round of vendors at HWKR, rolling out sandwiches that pack a punch. “Hong Kong food is not just Cantonese food, there’s a lot of Japanese, Thai and Filipino influence as well. A lot of our dishes represent that,” said Justin Wong, who is overseeing the pop-up. 

In Melbourne their signature offering, the Ngau Lam ‘Wich, is inspired by a noodle dish. Their modern version is done by slow-cooking the beef and sandwiching it with chu hou mayo, spring onion and pickled daikon. Their Lennon fries are a nod to the Japanese influence as they come with an onsen egg, okonomiyaki sauce, Kewpie mayo, and bonito and nori flakes. The Melbourne menu even had its own dish, the What Can’t You Beet?, a salad of beetroot marinated in Chinese aged vinegar.

Star China agency commenced the advertising late February. This is a time when international students are returning to Australia. It is also a busy time for these students as they are tied up with enrolments and courses selections. The next round of advertising introduced the mouth-watering menu. It focused on honest, home cooking with fresh baked breads, slow cooked meats and pickles that Bread & Beast is famous for. The students were targeted again when they were settled from the busy pre-semester preparation inviting them to visit  the pop up store.

Star China specialises in advertising on Chinese media channels. With WeChat Star China can help businesses plan the budget, campaign and select the KOL. They will develop the copy and graphic assets. After the campaign content is approved the campaign goes live. Star China will post content and engage with customers. After the campaign they will prepare a report on the performance and make recommendations.

There are over one million Chinese people living in Australia, and 1.39 billion people living in mainland China. With comprehensive advertising strategy, the agency believes there are great potential opportunities for Australian business to grow their Chinese customers’ base. Star China can also help Australian brands setup, manage and advertise Weibo accounts.  

Star China can be contacted on 1300 660 268 or info@starchina.com.au. For more information on WeChat advertising, WeChat agency, Chinese PR news distribution and more, visit https://starchina.com.au/