How Hemswell Antique Centres became a must-visit destination for Chinese antique enthusiasts.
As Europe’s largest antique centre, the antique dealership wasn’t reaching vital target audiences required to expand in China.
Set in the stunning Lincolnshire countryside, Hemswell Antiques Centres needed a distinct content marketing strategy to generate social buzz and sales from Chinese consumers.
Positioning the famous antique centre as a go-to destination for niche Chinese collecting communities was key in raising its profile and increasing footfall to its showroom as well as reselling products through their distribution network.
We expanded Hemswell’s online exposure through bespoke influencer campaigns across major Chinese social media channels, to boost brand preference and amplify reach among the target audience.
In partnership with well-known Chinese Key Opinion Leaders (KOLs), we curated and launched authentic content that showcased the antique centres extensive range of antiques and quality vintage collectables, building credibility and enhancing the reputation among the Chinese target audiences.
What We Delivered
- Sourced KOLs that complemented the brand’s values to support our campaign objectives, producing visually appealing, lifestyle-driven video and imagery content on Little Red Book and WeChat.
- Co-produced and story boarded all content, providing support to KOLs during shooting, and liaised with the brand and influencers to ensure production stayed on track.
- Secured a long-term collaboration with a Chinese antiques Daigou to sell products to customers in China through live streaming, expanding reach and customer base.
- Developed a content plan for user-generated content allowing prospective buyers to interact with the brand’s customers, maximising exposure and driving sales performance.