Chinachem Group is one of the largest Hong Kong property developers of residential, shopping malls, and hotels. Chinachem’s property development focuses on creating value for communities. Chinachem’s 3P values (People-Prosperity-Planet) also emphasize balancing all three priorities equally in its business practices. Chinachem looked for a holistic social media management approach to manage its brand communications on Facebook, Instagram, and LinkedIn.
- Social media management
- Social media campaigns
- Social media playbook
- Community & crisis management
Success by the Numbers
1x social media playbook created with a comprehensive set of guidelines
700%+ increase of interactions on Facebook after 6 months
230%+ increase in followers on LinkedIn page
Build a distinctive brand personality
In Hong Kong, property developers compete for market share via social media. A distinctive and consistent brand personality would help set Chinachem Group apart from the competition.
Build consistent brand presentation
As Chinachem Group maintained social media presences on Facebook, Instagram, and LinkedIn, consistent social media visuals would help enhance brand personality.
The marketing strategy of Chinachem Group is to deliver a distinctive brand personality and increase brand reach on social media. To achieve this goal, we began by defining the brand positioning by comparing its competitors in the property business, CSR efforts, recruitment and company culture.
We then mapped social media channels with brand focus, identifying each channel’s unique characteristics to best highlight Chinachem Group’s brand focus.
As well as monitoring Chinachem Group’s social media platforms, we created a social media playbook for the corporation with guidelines to ensure it followed proper online etiquette and protocols for community management to handle fan interactions and protect its brand reputation.
Social media channel strategies
We took advantage of the different features of each social media platform, tailoring our content to reflect Chinachem Group’s various brand focuses. For example, LinkedIn is where businesses and individuals associate professionally; we used the platform to emphasize Chinachem Group’s commitment to socially responsible behavior (i.e. ‘Planet’) and presented authentic stories of stakeholders including employees. (i.e. ‘People’). We then used Instagram and Facebook to showcase the cityscape and architectural style of Chinachem Group’s properties. We created different content for different social media platforms, tailoring them to a professional or friendly tone.
Social media playbook
The Social Media Playbook was a document outlining Chinachem Group’s social media content strategy. It included guidelines for brand personalities, content pillars, editorial guidelines, visual elements and tactics, channel strategies, and paid media strategies. Community management was also covered to vanguard the brand’s reputation when managing follower interaction. Reporting of the social media operation was also outlined in the playbook.
As part of the social media management, We tracked and categorized all customer questions on social media for Chinachem Group. We then provided suggested replies with a mechanism for handling complaints and crisis.
Social media campaigns
We designed five social media campaigns for Chinachem Group to promote events including the Urban Climb 300m+, the Career Day, the French May and the Vaccination Lucky Draw. We made video snippets of the activities, such as a teaser post and a highlight video. Over time, our social media campaigns have reached more people and gained more attention from viewers.
Thanks to our social media strategy and consistent brand voice, we achieved a whopping 700%+ increase of interactions—likes, comments, shares—on Facebook after just 6 months. We also achieved an impressive 230%+ follower increase on Chinachem Group’s LinkedIn page. With the increase in views and interactions, we’ve significantly decreased our cost-per-impression.