My New

Zealand

Building bridges - and brands - across cultures.

Hi! I’m Simon YoungFor 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, learn Chinese..

Etc.. Etc…

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 audience,

who can tell your brand story in a fresh, unique and relevant way!

That’s why...We've created

My New Zealand,

a video series on some of China's most popular online channels.

It's the first such video series in Chinese,

for Chinese, 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 likeability

What you get and where it goes● Bi-weekly videos ● Daily content:

○ Images○ Articles○ Voice messages

● Channels○ WeChat (China's

Number 1 social media

app) 12,000+ highly engaged fans

○ Weibo ("Chinese

Twitter") 7000 + highly engaged fans

Plus: Other growing popular mobile video platforms

Weibo(322m users)

Wechat(700m users)

Who, what, where...

7393 Sina Weibo Followers

12405WeChat friendsand fans

70% female

30% male

11.5% Shanghai

9.2% Beijing

14.3% Guangdong

34.2% outside China

30.8% Other provinces

6452Average views

per video

120,000Data collected 7 September 2016. Source: WeChat Public Account backend, Sina Weibo, Miaopai.

Potential reach through content

partnerships

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!

OTV=Online TV

Who we're talking to

Beijing

Seeking: new opportunities, new ideas, self-improvement

Age: 25-35 Mostly female

Across China and the world, but primarily in...

Young (some by age, some by nature)

Shanghai Guangzhou

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.

For example…

"What is New Zealand cuisine?"

The story so far...

Feb 2016. "OMG, a foreigner opens a wechat channel!" 1308 views

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 Zealand" 7134 views

June 24, 2016. "What is New Zealand cuisine?" 15676 views

What the people said...

"My New Zealand" values

Partners

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:

● Tourism● Education● Food, beverage and

health products

Partnership Levels

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 From

NZD120

From NZD599

From NZD2500

POA

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)● Images● Articles● Giveaways● Live streaming / Events

(3-month partnership plan)How it's promoted:

● Through "My New Zealand" official channels:○ WeChat○ Weibo○ 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 exchange.

BBQ

Tell your brand's story in one (or several) episodes of "My New Zealand".

You'll get:● Story outline and plan● Shooting/interviewing● 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 demonstration.

Beans on Toast"My New Zealand" is not only a video series.

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. -

from 997

(Cost-effective article partnership)

The average WeChat user reads 5.56 articles

per day

Marmite Sandwich

A simple and cost-effective way to reach 9000+ people on Weibo and WeChat.

WeChat's "Moments" is the equivalent of the Facebook feed. It's where most people find out what's new and interesting from their friends.

With "My New Zealand" you'll be able to share your message directly to this audience*.

*Criteria apply

(Moments partnership)

76.4% of WeChat users check Moments

regularly

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

Discovery Meeting/

Call

Creative Treatment

ReportingPartner

approves creative

Creative goes live

Let's do this together!

Email: engage@syengage.com

Phone: +64 9 950 6721

Wechat: YangJinHongNZ