Building bridges - and brands - across cultures.
Hi! I’m Simon Young
For 5 years, my company syENGAGE
has been helping western brands do
marketing in China.
The struggle is real.
It's hard for western brands to remain authentic and unique,
AND be relevant to their Chinese audience.
In that time, here's what I've found.
There are two ways a kiwi brand
can "do" China...
1. Work with agencies and
consultancies to develop a
long-term strategy, brand
positioning, marketing channels,
Image source: https://www.flickr.com/photos/88679735@N00/3733407514/
Image source: https://www.flickr.com/photos/34825346@N02/27626258782/
2. Work with a KOL (Key Opinion
Leader) with an existing engaged
who can tell your brand story in a
fresh, unique and relevant way!
My New Zealand,
a video series on some of China's
most popular online channels.
It's the first such video series
by a local kiwi.
How “My New Zealand” can tell
YOUR story in China
● Enable your brand to tell your authentic
New Zealand story
● Provide a unique, fun and approachable
content vehicle for your brand to reach
your Chinese audience
● Bridge the culture gap between your
New Zealand brand and its Chinese
consumers - boosting shareability and
What you get and where it goes
● Bi-weekly videos
● Daily content:
○ Voice messages
○ WeChat (China's
Number 1 social media
app) 12,000+ highly
○ Weibo ("Chinese
Twitter") 7000 + highly
Plus: Other growing popular
mobile video platforms
Who, what, where...
Data collected 7 September 2016. Source: WeChat Public Account backend, Sina Weibo, Miaopai.
An Effective Growth Platform
Traditional TV is declining. In its place is online
and mobile video, which is where Chinese viewers are
spending their time.
“My New Zealand” is poised to take advantage of
this. It will be primarily viewed on social networks
WeChat and Weibo, and supported by other popular
platforms such as:
● YouKu ("China's YouTube")
● Weibo ("China's Twitter")
● Miaopai ("China's Vine")
● Bilibili (A new video sharing app)
50% of video is watched online.
Mobile online video growing fast!
talking to Beijing
Seeking: new opportunities, new ideas,
Age: 25-35 Mostly female
Across China and the
world, but primarily in...
Young (some by age, some by nature)
Real! These are real people who give
feedback and comments - no zombies!
What we're saying
For five years, Simon has been on Chinese social
media fielding questions from Chinese people.
The first season aims to answer some of those
frequently asked questions, focusing in on short
questions with long (and entertaining) answers.
"What is New Zealand cuisine?"
The story so far...
Feb 2016. "OMG, a foreigner opens a
April 2016. How will the
future Auckland know itself?
(article) 1009 views
April 26, 2016. How to get a job in New
Zealand (Partnership with Latipay)
11263 article views, 29,000 video views
June 4, 2016. "Welcome to My New
June 24, 2016. "What is New Zealand
We don't want just anybody to
come on this journey with us!
"My New Zealand" is ideal for:
● Brands new to China
● Brands already in China who want to
tell a fresh story
Best suited for:
● Food, beverage and
4. The Full Fry Up: Season partnership
● Tell (and show) your story over three months of "My New Zealand"
3. BBQ: Episode partnership
● Tell (and show) your story in a single episode - options available
2. Baked beans on toast: Article partnership
● Tell your story in a text-and-images article for a lower investment
1. Marmite Sandwich: Moments partnership
● Promote your message/image to the "My New Zealand" audience
The Full Fry Up
Collaborative approach. We find the best
way to integrate your product or service into
the My New Zealand storyline.
Deliver your message through:
● Video (interviews, visual storytelling)
● Live streaming / Events
(3-month partnership plan)
How it's promoted:
● Through "My New Zealand" official
○ QQ Zone
○ Meipai (video app)
○ Miaopai (video app)
● On the WeChat "moments" of My New
Zealand fans. ("Moments" are very
similar to Facebook feeds)
● In dozens of WeChat groups about
Chinese and New Zealand cultural
Tell your brand's story in one (or several)
episodes of "My New Zealand".
● Story outline and plan
● Editing and approval
● Translation and subtitling
● Accompanying article and images
● Promotion through our social channels
(Per-episode video partnership)
Video is a powerful tool for telling
your story - not only through words.
"My New Zealand" videos are helpful and
useful to the viewer. We ensure your
content is a gift to our viewers, placing you
in a good light.
Depending on your key message, we could
do an interview, site visit, or product
Beans on Toast
"My New Zealand" is not only a video
We also create thought-provoking and/or
entertaining articles, that are a cost-effective
way of reaching your audience.
We'll work with you to find the creative angle
to make your message stand out, and be
helpful and useful to our audience.
Investment options (ex GST):
● You provide content in Chinese; we
edit to suit - from 599
● We conduct interview, translate, etc. -
(Cost-effective article partnership)
The average WeChat
user reads 5.56 articles
A simple and cost-effective way to
reach 9000+ people on Weibo and
WeChat's "Moments" is the equivalent of the
Facebook feed. It's where most people find
out what's new and interesting from their
With "My New Zealand" you'll be able to
share your message directly to this
76.4% of WeChat users
50 likes 10 comments
The Partnership Process
"Partnering with My New Zealand
was a powerful way for us to get
brand recognition and cut-through in
the Chinese community, both in New
Zealand and China."
Leigh Flounders, CEO, Latipay
Let's do this together!
Phone: +64 9 950 6721