Influencer + PR
Amplify Your Brand Across China and Australia with Influence and Trust
In cross-border marketing, a brand's first step toward success is often not about ad budgets, but about building trust and influence. In the China–Australia market, influencer marketing and PR communications have become two complementary growth drivers: the former enables brands to quickly reach core consumer groups, while the latter establishes long-term credibility and market positioning through media and public discourse.
Influencer Marketing: The Dual Value of RED + Instagram
Strong Market Momentum
By 2025, influencer marketing spending in Australia is projected to reach USD 589 million, with continued growth. Research shows that 46% of Australian adults have purchased a product recommended by an influencer, underscoring the channel's powerful conversion impact.
Instagram's Broad Reach
85% of Australian internet users are active on Instagram, with exceptionally high penetration among those under 35. About 78% of marketers believe Instagram posts are the most effective form of influencer marketing. In particular, Nano Influencers (1K–10K followers) achieve engagement rates as high as 12.6%, demonstrating outstanding efficiency.
RED's Unique Access
In Australia, RED has over 700,000 active users, primarily young Chinese women and international students. Their consumption habits are highly aligned with mainland China, making RED the go-to decision-making platform for categories such as beauty, mother & baby, and lifestyle. Notably, 78% of users make purchase decisions based on reviews and discussions on RED.
Dual-Platform Synergy
By combining RED and Instagram, brands can simultaneously capture the Chinese diaspora community and the mainstream Australian market, achieving cross-cultural amplification and two-way content spillover.
Case Studies: China (RED / Douyin Driven)
Pop Mart
From a niche collectible toy brand to a mass-market phenomenon, Pop Mart invested almost nothing in traditional advertising. Instead, it leveraged unboxing shares, KOL/KOC check-ins, and community buzz on RED, sparking a wave of discussion and successfully capturing young consumers.
Shein
Through massive output of styling content by KOLs and KOCs on RED and TikTok, Shein built a reputation as "affordable fast fashion + seeding notes," ultimately becoming one of the most recognized cross-border brands among global Gen Z consumers.
Perfect Diary
As a rising Chinese beauty brand, Perfect Diary relied less on TV ads and more on reviews and tutorials from beauty influencers on RED, driving sales and at one point ranking among the top beauty brands in China.
Case Studies: International (Instagram / TikTok Driven)
Glossier (US Beauty)
Built entirely on influencer and user-generated content, without heavy ad spending. Through Instagram-driven word-of-mouth, Glossier became one of the most recognized independent beauty brands among young consumers worldwide.
Gymshark (UK Sportswear)
Started as a small garage brand, Gymshark relied solely on Instagram fitness influencers and TikTok workout challenges to build reputation. Today, the brand is valued at over USD 1 billion.
Daniel Wellington (Sweden Watches)
Achieved global success through Instagram influencer partnerships, where lifestyle posts featuring "DW watches + fashion styling" went viral. By skipping traditional advertising, it quickly became one of the world's most popular affordable luxury watch brands.
Fenty Beauty (US Beauty)
While backed by Rihanna's celebrity influence, Fenty's success hinged on influencer and blogger reviews emphasizing authentic experiences with "inclusive skin tones." This approach ignited global buzz across social media platforms.