WeChat & Community Management
Building a consistent Chinese-language brand touchpoint, nurturing leads over time and creating a clear pathway from content engagement to enquiry.
FLETCHERLIVING
CASE STUDY · LOCAL CHINESE COMMUNITY MARKETING
Fletcher Living Chinese Community Growth Programme
Stylecom connected always-on Chinese social media, bilingual campaigns and Auckland community events into a measurable FY25 growth programme for Fletcher Living.
- Client
- Fletcher Living
- Market
- New Zealand
- Audience
- Chinese-speaking Homebuyers and Investors
- Industry
- Residential Property Development
- Engagement
- Long-term Chinese Community Growth Support
PROJECT OVERVIEW
Building Long-term Engagement with Chinese-speaking Homebuyers Through Content, Community and High-intent Events
Fletcher Living is a New Zealand residential development brand serving homebuyers across major communities and projects.
For Chinese-speaking consumers, purchasing a home is often a long-consideration decision involving family planning, lifestyle, education, migration and investment considerations.
Fletcher Living needed more than translated property advertising. The brand required a consistent Chinese-language presence, culturally relevant content, trusted in-person experiences and a clear journey from awareness to enquiry.
Stylecom developed an integrated Chinese community growth programme combining social media, bilingual creative, paid campaigns, private events, roadshows and structured lead handover.
THE CHALLENGE
High-value property decisions require trust, repeated communication and culturally relevant engagement over time.
- 01
Chinese-speaking buyers needed a consistent local brand touchpoint
- 02
English project information required cultural adaptation, not direct translation
- 03
Long property-purchase cycles required ongoing lead nurturing
- 04
Digital advertising alone could not create sufficient trust
- 05
The brand needed direct access to high-intent buyers in New Zealand, Australia and Singapore
- 06
Social, event and sales activities needed to connect through a structured lead journey
OUR APPROACH
Content, community and conversion—connected.
Xiaohongshu & KOL Content
Reaching Chinese-speaking buyers through lifestyle-led content, trusted creators and culturally relevant property storytelling.
Paid Media & Audience Insight
Using paid campaigns to extend reach while continuously refining content and targeting based on real audience response.
Bilingual Creative Production
Turning English briefs into Chinese-language campaign materials, video, social content, landing pages and event assets designed for each platform.
Private Events & Open Days
Creating trusted in-person experiences through open days, private previews, VIP events and cross-brand activations.
Roadshows & Lead Generation
Connecting Fletcher Living directly with Chinese-speaking buyers across selected overseas markets and handing qualified leads into the sales process.
FY25 HIGHLIGHT
FY25: From Always-on Content to Qualified Buyer Engagement
The FY25 programme connected WeChat, Rednote, bilingual campaigns and community open days into one measurable audience journey—building sustained reach while creating trusted, face-to-face buyer conversations across Auckland.
SOCIAL MEDIA & CONTENT
An Always-on Chinese Media System with Measurable Growth
Stylecom managed Fletcher Living’s WeChat Official Account, WeChat Channels and Rednote presence as a connected Chinese-language content ecosystem.
During FY25, WeChat reached 2,042 followers, up 8%, while 26 articles and videos generated more than 4,000 total views and engagements.
On Rednote, 43 posts generated more than 10,000 engagements and follower numbers increased 17.71%, from 525 to 619.
Performance patterns were clear: direct sales offers and event announcements performed strongly on WeChat, while project introductions and buyer testimonials led on Rednote.
EVENTS & ACTIVATIONS
Community Events Turned Attention into Buyer Conversations
Three community event programmes were delivered across five Auckland locations during FY25, including Mid-Autumn activations and open days at Waiata Shores and Stonefields.
The programme reached more than 30,000 people through media activity, connected with over 300 potential buyers and delivered more than 60 qualified leads for follow-up.
Cross-brand collaboration with New Zealand lifestyle brands added organic reach, goodie bags and in-kind support while creating a warmer, more community-led visitor experience.
PROJECT VIDEO
A moment from the community activation.
The supplied video is presented in its original format as a short record of the FY25 event experience.
CAMPAIGNS & PROJECT STORYTELLING
Localised Campaigns Reached Qualified Audiences Efficiently
Stylecom localised English campaign materials for Chinese-speaking audiences while maintaining Fletcher Living’s brand consistency.
FY25 activity included First Home Grant, Mid-Autumn, 25K Spring Promotion and February 2025 10K campaigns across organic and paid channels.
The strongest paid campaign delivered more than 824,000 impressions and 2,000 clicks. Across the reported activity, the deck records an average CPM of $15 and CPC of $1.50.
OPEN HOMES & COMMUNITY
Trust Was Built Inside Real Communities and Real Homes
Open homes and project presentations gave potential buyers direct access to Fletcher Living teams, development information and the physical product experience.
Family-friendly activities, culturally relevant moments and thoughtful hospitality helped make complex property conversations more approachable.
The programme paired immediate lead capture with structured sales follow-up, turning community participation into a clearer path toward enquiry.
- Ōkahukura
- Three Kings
- Ormiston
- Waiata Shores
- Stonefields
FY25 PERFORMANCE
Reported results across owned media, campaigns and community events.
WeChat followers
FY25 WeChat Official Account followers, representing 8% growth.
Rednote engagement
Total engagement generated through 43 Rednote posts during FY25.
Potential buyers connected
Potential buyers connected through three community event programmes across five Auckland locations.
Qualified leads
Qualified leads delivered for structured sales follow-up from the FY25 community events.
Campaign impressions
Impressions achieved by the February 2025 10K campaign, alongside more than 2,000 total clicks.
Data source: Fletcher Living Migrant Market Strategy FY26 — FY25 Performance deck supplied by Stylecom.
Figures reflect the reporting periods and campaign definitions used in the supplied FY25 deck.
ON-SITE EXPERIENCE
Designed for families, questions and real participation.
EXECUTION JOURNEY
A six-phase growth system.
- 01
Chinese Audience Strategy
Identifying key buyer segments, content needs, decision barriers and priority channels.
- 02
Content Foundation
Adapting English project information into Chinese social content, video, campaign materials and web experiences.
- 03
Always-on Social Engagement
Managing WeChat, Xiaohongshu, KOL partnerships and paid campaigns to build continuous audience contact.
- 04
Private Events and Open Days
Creating in-person experiences that deepened trust and supported high-value buyer conversations.
- 05
Overseas Roadshows
Connecting Fletcher Living directly with Chinese-speaking buyers in selected overseas markets.
- 06
Lead Handover and Optimisation
Capturing contacts, supporting CRM handover and refining future content based on buyer response.
IMPACT
A repeatable model for long-term community growth.
The programme established a long-term Chinese-language engagement system for Fletcher Living rather than relying on isolated campaigns.
It connected social content, paid media, creative production, events, roadshows and sales follow-up into one continuous customer journey.
The result was a repeatable model for engaging Chinese-speaking homebuyers, generating high-intent enquiries and supporting direct property sales.
WHY IT MATTERS
Helping Local Brands Grow Within Multicultural Communities
Australian and New Zealand brands often have strong local products and services, but still need a dedicated strategy to connect with Chinese-speaking communities in their own markets.
Successful multicultural growth requires more than translation.
It requires cultural understanding, platform-native content, trusted community touchpoints, local events and a structured journey from awareness to enquiry.
The Fletcher Living programme demonstrates Stylecom’s ability to help established local brands build relevance, trust and commercial growth within Chinese-speaking communities.
LOCAL COMMUNITY GROWTH
Grow Within Australia and New Zealand’s Chinese-speaking Communities
Stylecom helps local brands build culturally relevant content, community trust and measurable customer engagement.