The challenge for The Star was to build engagement with the Chinese community on WeChat and establish itself as the premier entertainment destination in Australia.
Our strategy focused on showcasing The Star's broader appeal, highlighting its world-class restaurants, luxurious hotels, and exciting events. We developed a quarterly content calendar, creating and posting four engaging articles per month under established content pillars. To ensure authenticity and relevance, all content was developed directly in Chinese, rather than translated from English. We paid close attention to the nuances of the WeChat platform, optimising images and layout to maximise engagement. To further drive awareness and visitation, we created a WeChat mini-program that allowed users to easily book tables at The Star's five signature restaurants. We also collaborated with WeChat KOL account influencers to amplify The Star's narrative.
Within one year of our WeChat community management, The Star experienced a remarkable 40% follower growth. Overall, our Chinese social strategy successfully increased visitation and footfall, ultimately generating additional revenue.