How We Increased Chinese-Australian Beef Consumption through Culturally Nuanced Digital Marketing
Meat & Livestock Australia identified that the Chinese community in Australia consumed significantly less beef due to a cultural preference for pork and chicken. To overcome this, the campaign collaborated with Neil, a Chinese-Australian chef known for reimagining traditional recipes with Australian Beef and live-streaming beef sales into the Chinese market, to strengthen cultural relevance and trusted voices. This strategy was deployed across targeted Chinese digital platforms, primarily Xiaohongshu, alongside WeChat, Weibo, and Chinese video networks. As a result, the campaign overdelivered on planned traffic by 15%, achieved a 20% higher average click-through rate than projected, and generated 900,000 views of influencer recipe content on Xiaohongshu.
WHAT WERE THE CHALLENGES?
The brand sought to inspire Chinese consumers in Australia to substitute pork and chicken with beef during weekday family meals and increase overall consumption frequency. However, culturally ingrained dietary habits within Chinese-Australian households presented a significant barrier, as beef was traditionally viewed as a distant choice for everyday cooking compared to dominant proteins. Additionally, previous advertising models failed because westernized culinary talent lacked the authentic authority required to connect with this demographic, while existing media placements failed to reach the target audience on the specific Chinese-language digital platforms where they actively source daily food and lifestyle inspiration.
WHAT HAVE WE ACHIEVED?
HOW WE DID IT?
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As Founder and CEO of EternityX Marketing Technology, Charlene is a pioneering leader in the digital marketing landscape, dedicated to driving growth and innovation. Her role encompasses overseeing the strategic direction of the company, with a strong emphasis on connecting brands to the Chinese market and enhancing their engagement with diverse audiences. Charlene’s unique expertise in digital business allows her to identify key opportunities and efficiently allocate resources, ensuring that brands not only thrive but also build authentic connections with their target markets.