Community App Media Buy
ANZ Plus
Audience
Chinese international students and new migrants in Australia
Digitally active users within Chinese-language ecosystems
Consumers relying on community platforms for local information and services
Users less engaged with mainstream financial advertising
Overview
We helped ANZ Plus reach Chinese audiences through targeted community media.
CTR
4.5%
Impressions on Hungry Panda
1.3M+
CTR
4.2%
Impressions on AuToday
3.1M+
Impressions on AuToday
3.1M+
CTR
4.2%
Impressions on Hungry Panda
1.3M+
CTR
4.5%
ABOUT
Project Background
ANZ Plus aimed to increase awareness among Chinese new migrants and international students in Australia — a segment not effectively reached through mainstream media. We developed a culturally targeted media strategy, identifying not only the right community platforms but also the most effective placements within those platforms to maximise visibility and engagement.
Highlights
Identified high-impact Chinese community platforms with strong daily usage among new migrants and students
Strategically selected high-visibility placements within each platform (e.g. homepage banners, in-feed content, native placements) to maximise exposure and engagement
Matched placement types with user behaviour to ensure messaging appeared in high-attention moments
Delivered education-led content tailored to Chinese users, improving understanding of ANZ Plus features
Combined media planning and content strategy to increase message retention and effectiveness
