Roland Piano APAC came to us with a clear goal: break into the Chinese-speaking market in Australia and build genuine brand awareness among families actively considering a piano purchase. The challenge wasn't just about reaching a new audience. It was about reaching the right audience, with messaging that felt culturally authentic and personally relevant.
We know from experience that Chinese-speaking communities don't engage with brands the way Western audiences do. Trust is built differently. Discovery happens on different platforms. And the content that drives action looks and sounds completely different to what works on Instagram or Facebook.
So we designed a three-month, multi-platform campaign built specifically for how this audience lives online, primarily across WeChat and Little Red Book (Xiaohongshu), supported by a carefully selected roster of KOL influencers.
The strategy was layered and intentional. On WeChat, we targeted Chinese-Australian families with primary school-aged children through Headline Article Banner Ads, WeChat Moments promotions, and Group Push messaging distributed across parent community groups. Each touchpoint was chosen because it showed up where these families were already spending time, in the feeds, groups, and social circles they actually trust.
On Little Red Book, we ran a combination of organic posts and In-Feed Ads, building the campaign around educational, comparison-led content that spoke directly to a parent's real decision-making process: which piano is right for my child's stage? How do I choose without wasting money?
Alongside paid and organic placements, we sourced and briefed a handpicked selection of Chinese-Australian influencers (KOLs) whose audiences closely matched Roland's ideal customer. Parents, lifestyle creators, and mums with young children sharing genuine, relatable content from their own lives.
The results speak for themselves. Across three months, the campaign delivered 429,885 total impressions, 33,625 page views, and 1,930 engagements across WeChat, Little Red Book, and influencer content combined.
But the numbers that really stood out? The ones that told us the content was truly connecting.
Our Little Red Book In-Feed Ad achieved a click-through rate of 6.65%, more than doubling the industry benchmark of 3.0% and exceeding expectations by 121.7%. That kind of CTR doesn't happen by accident. It happens when your creative speaks directly to what your audience is already thinking about, and when your targeting puts it in front of exactly the right people at exactly the right time.
On WeChat, our September Headline Article Banner Ad alone generated 113,754 impressions over 10 days, reaching a highly targeted audience of Chinese-Australian families with genuine interest in music education and piano upgrades.
Our influencer collaborations consistently outperformed platform benchmarks on engagement, with top-performing KOL Lin achieving a 19.3% engagement rate on a single post. Why? Because she shared a real experience, addressed real parent pain points, and spoke in the kind of warm, conversational tone her community actually responds to. That authenticity is something you simply can't replicate with paid placements alone.
Over the course of the campaign, Little Red Book engagement rates climbed month on month, finishing at 2.93% in September, and influencer engagement rates reached 12% by the final month, up from 5.4% in July. The longer the campaign ran, the more momentum it built.
What this campaign proved is something we believe deeply at Mulberry: reaching a Chinese-speaking audience in Australia isn't about translating your existing content and hoping for the best. It's about understanding the culture, knowing the platforms, and building content that earns trust from the inside out.
If your brand is ready to connect with Chinese-speaking communities in Australia, we'd love to show you what's possible.
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