Nick Reece, the Lord Mayor of Melbourne, needed to reach the city's Chinese community in a moment that mattered. With a re-election campaign on the horizon, his team wanted to clearly communicate Nick's policy positions, engage local residents around the neighbourhood initiatives shaping their daily lives, and broaden public support through a platform where Melbourne's Chinese-speaking voters already spend their time. The challenge? Launching on Little Red Book (Xiaohongshu) from a standing start, with no existing audience and no first-party data to build from. Nick's team needed a strategic partner who understood both the technical realities of Chinese social media marketing and the cultural nuance required to land a civic message inside Melbourne's Chinese-Australian community.
Key Objectives:
Campaign Focus:
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A successful re-election as Lord Mayor of Melbourne. Little Red Book activity contributed to Nick securing a full term in office, giving him a clear mandate to continue delivering for the city and its diverse communities.
28,000 new followers in just two weeks, an extraordinary growth rate for a brand-new account inside a high-stakes election window. Proof that culturally resonant content can move quickly when it is built around the audience, not the algorithm.
380,000+ views on top-performing posts, with several pieces of content going viral during the campaign and signalling the strong resonance of Nick's message inside Melbourne's Chinese community.
104,900 website visits driven from the platform back to Nick's campaign channels, deepening voter understanding of his policy positions well beyond the feed.
140,300 KOL reach through influencer partnerships that placed Nick's message directly into trusted Chinese-Australian conversations across Melbourne.
84,000 KOL impressions generated by partner content, amplifying the campaign's voice into community spaces that paid advertising alone could not have reached.
2,100 KOL link clicks from supporters moving from KOL content straight to Nick's campaign resources, a strong click-through signal for civic content on the platform.
Strategic campaign performance:
Campaign impact: A first-time Little Red Book presence translated into measurable engagement, meaningful policy reach and a re-elected Lord Mayor, demonstrating the power of meeting Melbourne's Chinese community on the platforms they already trust.
