Chinese KOL Content Series
In 2021, Partnership Solutions was appointed to lead the ANZ commercial and partnerships team for iQiyi - China's largest streaming service. Working closely with our appointed sales agent, Eternity X Australia and IDENTITY Communications, Australia's largest multicultural marketing agency, Partnership Solutions led the concept development, production and amplification strategy for a unique campaign designed to engage Australia’s Chinese community with the brand new Destination NSW campaign – ‘Feel New’.
Our strategy was to introduce the Chinese community to 4 popular KOLs (Chinese influencers) who could inspire the audience to ‘feel new’ in New South Wales. Our commissioned content was amplified across iQiyi plus dominant social media channels WeChat, Weibo, Douyin, Little Red Book, Facebook and Instagram.
The campaign focused on 4 of the Destination NSW content pillars;
Feel Adventure: For these looking for a challenge and a sense of adventure, we introduced our audience to Jaiden Huang who loves to escape to NSW's snowy mountains on some epic snowboarding adventures.
Feel Free: For those seeking a sense of escapism and open space, we meet Bing, a free diver from NSW who says that being in the ocean makes them feel free and like the only person on earth.
Feel Belonging: Is for those seeking to find their tribe and trying new things. We are introduced to Miko who meets up with a Chinese skateboarding group to learn a brand new skill.
Feel Connection: Is for those seeking connection to people and place. We are introduced to Alice who feels an incredible sense of connection with nature & earth by doing outdoor Yoga in stunning outdoor locations.