How We Expanded the Reach of Australian Football League (AFL) among the Chinese-Speaking Community
The Australian Football League (AFL) sought to expand its reach beyond its traditional English-speaking audience by engaging Chinese-speaking residents across Australia. The primary obstacle was building cultural relevance and genuine interest in a national sport that was unfamiliar to this demographic. To address this, a strategy was implemented featuring strategic channel planning, end-to-end campaign implementation, and localised messaging across multiple platforms. The campaign successfully delivered 1.1M impressions and achieved 107% expected CTR for open splash ads.
WHAT WERE THE CHALLENGES?
The brand sought to increase overall awareness, enhance cultural resonance, and generate genuine interest in Australia’s national sport among Chinese males and females aged 18–54 living in Australia. However, establishing an emotional connection with a demographic outside the sport’s traditional English-speaking audience proved difficult. Specifically, executing dedicated translation and localization services that accurately captured the nuances of the sport presented a significant logistical hurdle. Furthermore, isolating and engaging this specific audience required activation of digital environments to drive greater accessibility.
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.