Mini Australia targets Chinese migrants with Weibo presence

Mini Australia is targeting Chinese Australians with a social media push timed to coincide with Lunar New Year with the brand establishing an official brand presence on Chinese social media site Sina Weibo.

According to Mini Australia, the move is the first time an Australian automotive brand has utilised China’s social media giant Weibo .

The Mini Weibo presence will aim to engage Mini buyers within the Chinese community in Australia.

Mini CRM and digital manager Alex McLean said: “Mini is a brand for leaders, not followers. So it’s natural for us to be the first on Weibo, the most influential Chinese social media for the local community.