Case "INSPECTCAR"
One of the most honest and reliable car selection and inspection services in Russia. The guys were among the first Russian auto business men who noted the rapidly growing number of Chinese people coming to Russia not as tourists, but who decided to settle here for a long time, e.g. students, corporate employees, businessmen, personnel of various PRC governmental representative offices, etc. The Chinese diaspora in Russia has always been quite numerous; the reinforcement of good relations and the expansion of partnership in many areas between the Russian Federation and the PRC in the recent years contributes well to a further increase in its abundance. InspectCar approached our agency with an idea to attract Chinese customers who live in Russia on a long-term basis and may be potentially interested in buying and, therefore, selecting a car.
Look at websiteObjective
Adaptation of the business for clients from China
Popularization of the InspectCar brand among the Chinese diaspora in Russia
Attracting Chinese clients
Idea
Our team made efforts to analyze the need of Chinese people in this kind of service and define the portrait of a potential client. Analysis of online and offline sources, as well as our personal communications with the Chinese in Russia demonstrated that the vast majority of Chinese people would like to buy cars, in particular because of their being cheap as compared to cars in China, where even a used middle-class car will cost as much as a new car in Russia, including the tax and contribution payments.
The next step was to identify relevant channels for communication with potential Chinese clients. We based our promotion campaign on dedicated online resources, information portals and communities in social networks that are somehow connected with Russia and the life and activities of the Chinese in the Russian Federation. The communities of Chinese and foreign students in general were categorized separately.
Implementation
The Asia Pacific team conducted a market analysis to determine the potential of the project for Chinese clients in Russia and drafted a portrait of the target audience.
A promotion campaign was launched through the pool of dedicated online forums, portals and communities dedicated to the life of the Chinese in Russia. Our project team arranged regular content seeding and postings with clickable links to the customer’s website and contact details.
We separately picked up dedicated online communities and WeChat subscription accounts where posting through community administrators was possible.
To process incoming requests from potential clients, we launched an official group chat in WeChat with support in Chinese language.
Result
The results came soon: the first requests and the first client appeared 2 weeks after the launch of the campaign.
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