Australia Post wanted to boost its TMall ‘store within a store’ presence with Chinese female online shoppers between the ages of 20-30yrs, utilising the China social media platform Weibo.
The video needed to reinforce the quality and authenticity of the Australian made products available for purchase on the TMall flagship store, along with all purchases being managed by Australia Post’s express parcel delivery service. The video aimed to connect culturally in a fun and engaging way with the target market, whilst delivering the key messages and benefits without preaching or sounding to corporate. The aim was to make it as entertaining and quirky as possible to encourage sharing amongst users.
It was launched on Australia Post’s Weibo page prior to Singles Day, China’s biggest online trading day and was warmly received by the Weibo community.