On August 2, Cartier Australia released its first-ever WeChat Moments Ad to celebrate Chinese Valentine’s Day (Qixi Festival), which landed on August 7 this year. The ad, targeting Chinese consumers living ‘down under, ’ featured three hero images — Cartier’s Juste un Clou bracelet and a red Guirlande de Cartier bag, and a Santos Dumont Watch — and a link directing the user to the full Juste un Clou bracelet collection on Cartier’s Australian website.
Australia (and Sydney in particular) have a large population of permanent, Chinese born residents, many of whom came over as business people or students during the mid-2000s boom. It’s a high-income demographic that enjoys a luxury lifestyle and has strong connections back in to the mainland. Estimates put the number of Chinese-speaking Australians currently living in Sydney at roughly 25,0000, or approximately 10% of the population. The total number of Chinese speaking Australian residents is closer to 2 million.
It’s also an audience that’s somewhat overlooked by luxury and premium retailers, who generally prefer to focus their attention — and advertising and marketing budgets — on the huge number of overseas arrivals and tourists from China totaling over 1 million and projected to reach 3 million by 2025. These tourists typically spend much more than other tourism segments (on average $8,000 per person), so the attraction is understandable.
However, Australia’s permanent Chinese market — in particular, its affluent and professionally successful millennials — are highly engaged consumers and quite active on all social media platforms, including WeChat. It’s a critical market that brands can easily access at a much lower price point, rather than targeting consumers in mainland China. The minimum investment for a WeChat Moments Ad starts around $10 AUD ($6.75 USD) for one Moment Ad to run over a 24-hour period.
Cartier has always been at the forefront of marketing in China, and their WeChat posts, including Moments Ads, have always been well received by Chinese luxury consumers. In Australia, they are well known for creating exciting activations and experiences like the Precious Garage Gala, which was held in Sydney last year and featured a guest performance by the English pop star Rita Ora. The event was attended by many of the city’s fashionable Chinese clientele. Cartier also regularly hosts private in-store events specifically for local Chinese customers.
Cartier’s setting a strong example for other luxury brands in Australia by using WeChat Moments Ads to target local Chinese consumers on key dates of the Chinese calendar, such as the Qi Festival, but they’re also demonstrating that this is an important — if somewhat forgotten — demographic that rewards regular attention.