Case Study: Working With Chinese YouTube Influencers to Promote Real Estate
How are you communicating with your target audience in a way that they understand and on a platform where they already spend time? We recently ran a Chinese KOL and Influencer campaign with Cantonese YouTubers to promote a real estate presale project, and obtained awesome results in driving awareness and leads for our client’s project.
CREATING TAILORED ASSETS TO MEET TIMELY MARKETING NEEDS
There’s been a recent boom in the number of immigrants and ex-pats returning to Canada from Hong Kong, SAR. Our real estate client, Polygon Homes, wanted to be at the forefront of this wave and asked us for a creative execution to reach this audience to share their all-new The Conservatory residential community at the University of British Columbia. Located near the expansive Point Grey UBC campus and the x acre Pacific Spirit Park, this would be an ideal home for young families and international students.
How would we reach this demographic? We engaged Cantonese Chinese influencers and KOLs and brought them in to create content showcasing the neighbourhood community and the presentation centre for The Conservatory. We allowed them to create the content so it would be more authentic, instead of simply sharing renderings.
UNDERSTANDING AUDIENCE BEHAVIOUR AND FAVOURITE PLATFORMS
Did you know that the majority of Hong Kong residents use YouTube as the key channel to view real estate? This is why the resulting videos you see below are all 10-20 minutes long because they watch it almost like a TV show and expect the host influencer to take them through all the nitty-gritty details of what the home looks like and to highlight all the conveniences nearby. What would it actually be like to live here? A static brochure would hardly do it justice.
The influencers took their time to take footage of the surrounding neighbourhood, even detailing the parks, recreational spaces, and schools nearby, to help prospective homeowners gauge their level of interest.
CASE STUDY VIDEOS
The videos below were produced in-language in Cantonese, the main language spoken in Hong Kong. In-language content adds a sense of familiarity and increases engagement from the target audience, creating a more favourable brand impression for our client.
The influencer incorporates the showroom tour into a day trip to UBC theme, making it more organic than a hardsell video
This influencer focuses more on the showroom tour and highlights that starting prices are below $700K to help prospects filter whether the homes fit within their budget
Interested in creating influencer content to market your real estate presale project? Get in touch with our team today and we can plan everything from start to finish, covering strategy, coordination, execution and reporting.
We look forward to other innovative ways to create engaging content in 2021!