Menu
GlobalAustraliaNew ZealandU.S.A.
Case Study
Luxury
Sport
Cross Cultural Marketing
Influencer Management

Melbourne Cup Carnival KOLs

Melbourne Cup
Melbourne Cup

Bastion Asia was challenged to drive ticket sales and awareness prior to Melbourne Cup.

Industry
Luxury
Sport
Services
Cross Cultural Marketing
Influencer Management
Expertise

We know Australia’s A-list have long loved Spring Racing Carnival, but what about our Chinese influencers? Victoria Racing Club wanted to drive greater awareness of the Melbourne Cup Carnival among Chinese audiences and turned to Bastion Asia to help.

One of the challenges with any event is how to drive ticket sales and awareness prior, when you aren’t able to showcase the experience until it happens. With this in mind we strategically developed a pre-campaign to drive these important ticket sales and desire to attend. Our WeChat campaign aimed to find the most influential Chinese in Melbourne who would be offered the exclusive opportunity to attend the Birdcage. To help with our efforts we selected five local Chinese KOLs with influence in different areas to reach diverse audiences – including fashion, politics, education and business – and invited them to the Oaks Day Birdcage cocktail party where our audience could also win tickets by sharing and interacting with Cup Carnival content.

The campaign drove 1,000 new WeChat followers and resulted in 20,000 WeChat views and 11,000 engagements.

Results
1,000
WeChat Follwers
20,000
WeChat Views
11,000
Engagements
Interested? Fill in the form and we’ll make sure the right person connects with you.
We love working with brands and businesses that want to break the boundaries and join the new-world agency. Let's talk.
Sign up to our mailing list for update on all things Bastion.
  • Melbourne
  • Sydney
  • Gold Coast
  • Orange County
  • Los Angeles
  • New York City
  • Auckland
  • Wellington
  • Brisbane
  • Canberra
  • The Rosella Complex
    Building 18A, 64 Balmain Street, Cremorne, VIC 3121

    Email Us

© 2024 All Rights Reserved