Community App Media Buy
Mercedes Benz
Audience
Chinese professionals and high-income consumers in Australia
New migrants and established Chinese communities
Digitally active users within Chinese-language ecosystems
Consumers influenced by trusted community platforms and peer-driven content
Overview
We helped Mercedes Benz identifies the most relevant Chinese community apps and optimises the placements to maximise exposure and conversion.
CTR
1.1%
Impressions on Hungry Panda
540K+
CTR
1.2%
Impressions on AuToday
256K+
Impressions on AuToday
256K+
CTR
1.2%
Impressions on Hungry Panda
540K+
CTR
1.1%
ABOUT
Project Background
Mercedes-Benz aimed to increase brand visibility and consideration among Chinese consumers in Australia — a high-value segment with strong purchasing power but limited reach through mainstream channels.
Highlights
Identified high-impact Chinese community platforms (e.g. Yeeyi, Sydney Today) to effectively reach Chinese audiences at scale
Strategically selected premium, high-visibility placements (homepage banners, native in-feed content) to align with high-attention user moments
Positioned Mercedes-Benz within trusted community environments to enhance brand credibility among CALD audiences
Matched placement formats with user behaviour to maximise visibility without disrupting user experience
Delivered culturally relevant messaging tailored to Chinese consumers, improving brand resonance and consideration
Demonstrated the effectiveness of combining platform selection with placement strategy in reaching high-value CALD audiences
