How We Drove Chinese Visitor Engagement for Merlin Entertainments
As a prominent global leader in location-based family entertainment, Merlin Entertainments required enhanced engagement with Chinese travelers for its Australian attractions. The primary challenge involved overcoming low local content relevance and a weak organic social presence on Chinese platforms to effectively reach high-intent pre-trip and in-trip audiences. To address this, the strategy combined always-on Xiaohongshu account management with precise, multi-format media deployment. Consequently, the initiative delivered over 3.3M total impressions, achieved a CTR of up to 114% of expectations, and secured a CPM that was 15% lower than expected.
WHAT WERE THE CHALLENGES?
The brand sought to grow its Xiaohongshu presence through always-on content and in-feed campaigns, while driving awareness, engagement, ticket conversions, and physical visitation among Chinese audiences across its key Australian attractions. However, aligning standard brand assets with the distinct content preferences and localized discovery habits of Chinese platform users proved difficult. Additionally, the lack of sufficient user-generated content and authentic reviews constrained the brand’s organic word-of-mouth influence. Finally, logistical complexities arose in precisely identifying and segmenting high-intent travelers across both pre-trip inspiration moments in Tier 1 and Tier 2 Chinese cities and real-time, in-trip decision phases within major Australian metropolitan areas.
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.