Press Release

EternityX is actively driving the conversation on the role of multicultural media in marketing effectiveness. As part of Inclusivity with Impact – Multicultural Media, a forum hosted by Identity Communications and B&T, Deric Wong will join industry leaders from McDonald’s Australia, AGL Energy, The Media Shop, and New Age Media Group to discuss strategies for engaging Australia’s evolving multicultural demographics.

“Australia’s multicultural audience is growing at more than twice the rate of the general population. Brands that understand and embed inclusivity in their strategy now will be the ones that shape the future of marketing success… for brands looking to move beyond awareness and into meaningful action, now is the time to rethink their approach to multicultural engagement.” Wong said.

Why Multicultural Engagement Needs to Be More Than a Seasonal Effort

For too long, multicultural marketing has been treated as a short-term initiative tied to cultural festivals or one-off campaigns. This approach overlooks the everyday purchasing power and influence of diverse communities.

Deric Wong, Global Chief Business Officer at EternityX, emphasises that meaningful engagement requires longer term commitment.

“There’s a growing realisation among brands that multicultural communities hold immense potential, yet many struggle with execution,” said Wong.

“Success lies in understanding where these audiences are active, how they engage, and how brands can create relevant and measurable interactions.”

Echoing this sentiment from a local perspective, Luke Bussell, Director of EternityX ANZ, highlights the unique opportunities within the Australian market.

“Australia’s rich cultural tapestry offers brands a unique opportunity to engage with diverse audiences. However, this requires a nuanced understanding of cultural preferences and behaviours. By leveraging data-driven insights and culturally relevant strategies, brands can build authentic connections that resonate deeply with these communities.” noted Bussell.

Understanding the Chinese Consumer in Australia:

Chinese consumers in Australia represent a dynamic segment that includes international students, skilled migrants, business owners, and long-term residents. To engage effectively, brands must consider key behavioural insights:

• Dominance of Chinese Digital Ecosystem: Platforms such as WeChat, Xiaohongshu (RED NOTE), IQIYI, and Weibo are central to communication, shopping, and brand discovery. Western social media and search engines are secondary.
• Influence of Community and Word-of-Mouth: Decisions are heavily shaped by trusted Key Opinion Leaders (KOLs), influencers, and peer recommendations.
• The Power of content: Platforms like Xiaohongshu (RED NOTE) drive trends, particularly in beauty, fashion, travel and luxury segments.
• Brand Trust & Experience-Driven Consumption: Chinese consumers value credibility, reputation, and seamless customer experiences. They expect tailored communication delivered in their native language. .

Where Brands Go Wrong – And How to Fix It:

Many brands still struggle with outdated assumptions and misaligned strategies when trying to connect with Chinese consumers. Common mistakes include:

1. Over-Reliance on Western Platforms: A lack of presence on WeChat, Xiaohongshu (RED NOTE), and Chinese streaming platforms such as Tencent Video limits brand visibility and engagement.
2. Literal Translations Instead of Cultural Adaptation: Direct translations often miss the mark. Authentic messaging must be localised, not just translated.
3. Treating Chinese Consumers as a Monolithic Group: The needs of international students differ from long-term residents or business owners—one-size-fits-all approaches fall short.
4. Missing Key Cultural Moments: Festivals like Chinese New Year and Singles’ Day (11.11) are peak shopping periods that require dedicated, culturally relevant campaigns These campaigns run in addition to always on communication strategy.
5. Failing to Deliver Personalised Customer Experiences: Chinese consumers expect high-touch, customised engagement—generic outreach leads to disengagement.

Bridging the Gap Through Smart Data & Measurable Insights:

Many brands also face challenges in accurately tracking and optimising campaigns targeted at Chinese audiences. The digital landscape in China differs from that of Australia, and conventional analytics tools often fail to capture audience behaviour effectively.

EternityX addresses this challenge through a combination of:

• Data-driven intelligence with PilotX: A sophisticated data management platform (DMP) that provides deep consumer insights and campaign analytics.
• Localised media strategies via MediaX: A curated premium China media inventory to enhance targeted reach and visibility.
• End-to-end consultancy with NaviX: A strategic advisory service that helps brands tailor their approach for long-term impact.

For optimal performance, brands should consider localising operations, such as hosting websites on China-based servers for better tracking and utilizing domestic monitoring solutions to prevent data loss. EternityX’s integration with both global (DoubleClick, Adobe) and China-based (Miaozhen and Nielsen) monitoring systems ensures comprehensive campaign measurement.