Vodafone taps Chinese digital marketing partner

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Leading NZ Chinese digital marketing agency United Media Solution (UMS) has been appointed to manage Vodafone NZ’s Chinese digital marketing account.

The Auckland-based agency will be responsible for managing Vodafone’s Chinese language digital marketing account as the company seeks to engage with Chinese Kiwis.

This is the first time Vodafone NZ has appointed a full-service Chinese digital agency and the move coincides with the launch of the company’s Red Connect service, a Chinese language service for customers.

UMS will be tasked with ensuring Vodafone’s content and services consistently meet the needs of their Chinese-speaking customers.

UMS will engage with the Vodafone team to adapt all Vodafone marketing and advertising collateral into Chinese. UMS will also provide ongoing strategic insights and customer behaviour data to ensure the communications and delivery channels are relevant and effective.

A key part of UMS’s appointment is to create an official Vodafone WeChat account, which will enable Chinese Kiwis to connect with Vodafone for the latest news and information from the telecommunications company in their native language.

“The move coincides with the launch of Vodafone’s Red Connect service, a Chinese language service for customers.”

UMS ceo Jessica Miao said: “Vodafone New Zealand is showing strong leadership in its move to engage with New Zealand’s growing Chinese by using their preferred communication channels of WeChat and Weibo.

“Getting the right content is important, but it is also vital to be able to understand the culture, the philosophy, the rapid growth of technology in China and especially the unique user experience within the Chinese social media platform,” she said.

Vodafone international segment marketing manager Karen Roncon said having authentic communication with the Chinese Kiwi community was vital for Vodafone.

“We are excited to be partnering with UMS with this important initiative,” she said. “We are passionate about Red Connect, and want to ensure that we are communicating with our customers in the way that they are most comfortable with.

“It is not just about language, but also a deep understanding of culture and values. We want to provide a seamless experience, where we respond quickly with the latest information and service offerings to surprise and delight in the ways that we can help our customers with all their needs.”

About UMS
UMS is a full-service independent digital agency, which specialises in social media. UMS partners with leading international companies to connect their brands with Chinese consumers through targeted creative communications. As a global conversation agency, UMS works with leading brands such as Air NZ, Auckland Airport, Douglas Pharmaceuticals, Ecostore, New Zealand Education, NZ Trade & Enterprises, Tourism NZ, Villa Maria, Virgin Atlantic and Visit Britain. UMS has three offices – in Shanghai, Ningbo and Auckland – and a team of 40 staff.

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