WeChat is an ‘unknown’ for Australian brands

By Mariam Cheik-Hussein | 23 August 2019

WeChat remains an "unknown" for Australian brands despite its importance in reaching the Chinese community, says Dena Vassallo, founder and managing director of Society.

The marketing communications agency recently entered a partnership with the Chinese micro-influencer platform Rover, giving it exclusive access to its influencers.

Rover currently has more than 300 micro-influencers on its platform which it connects with businesses to create content such as videos, images and texts. The content is then pushed through channels such as WeChat, TikTok and Weibo.

Vassallo, who was previously executive director and chief commercial officer at WPP’s PPR, says brands can tap into important markets through WeChat.

“Currently in Australia, WeChat is a little of the 'unknown',” Vassallo says.

“If an Australian company is looking to tap into the Chinese market they’ll likely understand the importance of WeChat, but are likely unsure how to design a marketing strategy around it, or even where to start.”

Society is currently expanding its team, with the appointment of Lachlan Cunningham to digital and social media director, as it tries to address an “unmet demand” in Australia for communications across the Chinese market.

“China is only going to grow as a vital economic partner to Australia, but the market remains an unknown quantity to many organisations,” Vassalo says.

“We are very excited to be partnering with Rover to give existing and new clients a local team that can provide strategic and supported ways to reach Chinese consumers both locally and in China.”

Through Rover, its recently completed a campaign for wine brand Wirra Wirra, with big names across the tourism, finance and FMCG sectors expected to launch campaigns as well.

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