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11.45-12.10PM – Keynote: ” GOING HYPERLOCAL WITH SOCIAL MEDIA : THE KEY TO CHINESE HNWI “

  • Social media is a fantastic space for storytelling, brand expression and consumer engagement. Yet since recently, platforms such as Weibo and WeChat couldn’t offer tools to precisely reach a very refined subset of their user base. Marketers had to mainly rely on KOLs, a “spray and pray” approach, to spread-out their message.
  • Along the years, local businesses have developed “hyperlocal marketing” tactics on western social networks such as Facebook and Twitter as a cost effective way to target small groups of individuals with similar interests in a specific community or neighborhood. Nowadays, these tactics are re-discovered by larger brands.
  • This firstly started in the West. And more recently in China, where the large smartphone adoption coupled with the rise of big data, is paving the way to hyperlocal marketing.

Key takeaway

  • how Manufacture Roger Dubuis successfully shaped its marketing approach to reach new Chinese customers on WeChat and Weibo, leveraging smart ads, ibeacon and other digital methods.

Patrice NORDEY

CEO

VELVET GROUP (CN)

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