Content marketing company BrandWorld has joined forces with New Zealand’s leading ethnic media specialist Niche Media to offer a one-stop branded content shop for clients wishing to reach as broad an audience as possible.
“Did you know that 78% of Chinese people consume half or more than half of their media in Chinese? In fact for all the ethnicities Niche Media surveyed, results are similar, with more than 50% preferring to consume media produced in their own languages,” says BrandWorld’s Business Manager Cameron Harper.
New Zealand has and is experiencing a huge cultural shift and with that media consumption has changed enormously, he says. “There’s far more choice for ethnic communities today. Companies can’t just put up a message on our main TV channels or their own online offerings and expect it to reach everyone they need it to. Just as different age and socio demographic groups consume media differently, so do different ethnic groups.”
In more than a decade Niche Media has built up a level of knowledge about ethnic media use both here and overseas that is unrivalled, says Harper. “Currently we’re involved in at least two significant pitches with Niche Media where the clients want to use BrandWorld’s knowledge of branded content and visual storytelling to engage with all New Zealanders, both those who live here and those who may be thinking of coming here.”
According to the 2013 census, the combined ethnic and Maori populations of New Zealand currently make up 34% of the population; increasing to 46% in Auckland. The fastest growing populations are Pacific (2.4%) and Asian (3.4%).
“Over 83,000 new immigrants have arrived from the Pacific, Asia and the Middle East and Africa in the last two years, most without any knowledge of New Zealand brands, but needing to purchase a whole range of products from cars and houses to food, furniture and electronics. So it’s a very powerful, high growth and relatively untapped market,” says Marty Pouwels, Niche Media’s Managing Director.
“What our research shows is Chinese people, for example, are reading and watching Chinese media, which means that mainstream media options simply aren’t effective if companies want to reach New Zealand’s growing minority populations.
“We’re delighted to be joining forces with BrandWorld. Their client list and spread of clients is unparalleled and their knowledge about how to make branded content that really resonates with consumers is well known. Now we can help them take that knowledge and distribute it effectively among the country’s growing ethnic communities to maximise sales for their clients.”
These communities are the fastest growing in New Zealand, says Pouwels. “They are driving the New Zealand economy and they are delivering growth in exports faster than any other groups in New Zealand. Any company that does not have an ethnic marketing strategy is going backwards by two plane loads a week.”