MultiConnexions & Ad One – WeChat Agency ink strategic partnership to offer Chinese social media marketing to Australian companies

MultiConnexions and Ad One Marketing – ink strategic partnership to offer Chinese
social media marketing to Australian companies

Leading Australian multicultural marketing agency, MultiConnexions and Ad One Marketing – WeChat Agency, China’s premier social and digital marketing agency, have today announced the commencement of a strategic partnership formed with the goal of helping connect Australian companies to Chinese and Asian consumers in Australia and Asia, through Chinese social media marketing.

Under the arrangement, MultiConnexions will tap into WeChat Agency’s expertise in Chinese digital and social media – including WeChat and Weibo among other areas, creating a bridge of marketing, cultural relations, digital communications and social networks between Australia and China.

The partnership, which marks WeChat Agency’s entry into the Australian market, will see the company engage MultiConnexions’ Australian expertise and strong relationships with leading Australian businesses and further build on their global presence.

Commenting on the strategic partnership with WeChat Agency, MultiConnexions Founder and CEO, Sheba Nandkeolyar said: “MultiConnexions is excited to partner with WeChat Agency and be able to assist Australian organisations in connecting and engaging with Chinese and other Asian markets like never before by utilising Chinese social media platforms such as WeChat and Weibo. Our partnership is the logical step to navigate and implement the best social media marketing strategies to a potential target audience of 1.4 billion.”

“In addition to Chinese in China, Australian companies will also be able to target the rapidly growing Chinese speaking diaspora in Australia of 1.4 million people. Indeed, a company that ignores the growing diaspora segment in the Australian market will not survive over time,” added Ms. Nandkeolyar.

Jack Leung, Business Development Director – ‎One Media Group Asia – WeChat Agency said, “WeChat Agency is proud to be further building our global networks and entering the Australian market with MultiConnexions. Our expertise in Chinese social media platforms like WeChat and Weibo will allow Australian businesses unprecedented engagement with the Chinese market. WeChat Agency has a strong record of success with blue-chip, global brands and SMEs alike, and we are looking forward to continuing to achieve strong results with Australian businesses.”

“WeChat Agency is able to customise a marketing plan for every company to ensure that their goals, brand exposure and expansion into the Chinese market are achieved,” added Mr Leung.

WeChat is a popular Chinese social media and messaging app that enables users to send text and audio messages, write short messages to their newsfeed, video-calling, location-based services and WeChat payment system. According to WeChat data, the app has reached 889 million monthly active WeChat users globally. Meeker data found that WeChat accounts for 30 per cent of China’s mobile app usage.

“The increased growth in the middle income category in the Chinese market, is resulting in increased purchases of Australian products because of perceived authenticity, high quality and its natural health benefits,” concluded Ms Nandkeolyar.

MultiConnexions is a 360 degree integrated marketing agency that specialises in diaspora marketing to multicultural audiences in Australia and New Zealand. MultiConnexions’ services include strategy, research, media planning and buying, advertising, public relations, and digital and social media.

WeChat Agency, a part of Ad One Marketing Group Asia, is a marketing agency specialising in WeChat and Weibo, the leading Chinese social media apps. WeChat provides marketing solutions in social gaming platforms, WeChat Official Account Setup, WeChat Advertising, e-Commerce, WeChat Pay as well as video and graphic design.

For more information about MultiConnexions, please visit:

For more information about Ad One Marketing – WeChat Agency, please visit:

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Four Generations in Australia – my experience as an Australian-born Chinese

Recently, I started an internship at MultiConnexions and I am learning many insights and skills in public relations and multicultural marketing. I am interested in the diverse range of nationalities and cultures, because of my own experiences with my family background and culture.

Posted in MCX

Rich media, social media

Once upon a time (well, actually just about ten years ago), YouTube was the go-to home for rich media, and it largely consisted of video, Java, audio, and vector graphics. The phrase ‘rich media’ was not yet widely known or used, but its potential had already begun to catch the eye of marketers and advertisers.

Fast forward to today and rich media as we know it – like Pokémon – has evolved. It is travelling all over the nooks and crannies of the interwebs in a quest for bigger and better things. Like selfies, rich media has found a comfortable new home on social media and it is there that is screaming for attention to all who are willing to listen.

The business of love

Yes, I know Valentine’s Day has come and gone but I promise this blog is not about actual love. Those who consider the prospect of finding the perfect present a challenge should be glad they don’t live in China – which has not one, not two, not three… but FOUR love-centred holidays that come with the expectation of gifts. Whether you love or hate these traditions, brands are embracing the notion of love in marketing and reaping the rewards. Why? Because love means big business!

Let me break it down.

We are Global

What is the critical missing piece in the puzzle while doing business with India or China?

The answer is cultural understanding.

Relationships matter in building trust, and only when there is trust will Asians do business with Australians. Yet how often do we hear Australian business leaders say, “Let’s cut to the chase and get to the point.” Impatience can often blow a great business opportunity out of the window in seconds. Layers of hierarchy are a ground reality in these countries.

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Little Red Book

While the term Little Red Book in China may previously have brought Chairman Mao’s book of the same name to mind, today’s Chinese may associate it with something altogether different.

Little Red Book – the go-to online retailer for overseas luxury goods

Little Red Book – Xiao Hong Shu in Chinese – is an app that has attracted over 17 million consumers and $200 million in annual merchandise sales in just 3 years. Things don’t look to be slowing down, with the company recently having raised $120 million from major investors such as TenCent and ZhenFund.

Autumn in two worlds

This weekend, I spent a day at Sydney’s iconic Blue Mountains with an old friend. The changing colours of the autumn leaves drew us there, and the reds and yellows were truly beautiful. I was busily snapping pictures on my phone and posting the beautiful scenes on WeChat, and receiving lovely comments and likes instantly from my friends all over the world. The weather was beautiful, the air was crisp, and it was a very memorable day.

As we filled our hands with fallen leaves and pine cones, we felt lucky that we had visited at the right time to experience the beauty above us, around us, and under our feet.