How We Capitalised on the Key Shopping Period across the Chinese New Year for BVLGARI
BVLGARI aimed to better connect with the Chinese community in Australia to make the most of the key shopping period across the Chinese New Year. However, capturing immediate attention and driving qualified online traffic within a highly competitive festive market presented a significant challenge. To address this, we deployed Chinese New Year-themed Splash Ads on RedNote (Xiaohongshu) combined with precision audience targeting based on user search behavior, content interaction, and interest in similar brands. The strategy successfully delivered traffic that was 5% higher than expected, and achieved a CTR that was 14% higher than expected.
WHAT WERE THE CHALLENGES?
The brand sought to deliver a strong visual impact, increase awareness and engagement, and drive quality online traffic among high-net-worth Chinese individuals living in Australia during the Chinese New Year period. However, standing out within a highly competitive festive season proved difficult, especially in isolating and precisely reaching consumers with validated spending power and a documented interest in fine jewelry, luxury watches, and premium festive gifts. Furthermore, capturing immediate user attention and ensuring message relevance required navigating complex behavioural data, such as specific search interactions and brand-related content engagement.
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.