«To know one's steps is to master the Way.
Yet, Cookies shall light the road. Please, decide which marks shall remain.»
What we did:
- Douyin
- Baidu
Case Study Top Address
Top Address is a luxury real estate agency in Dubai, focused on international clients. The company offers investment and premium properties in the city’s most prestigious districts. Before partnering with Mates, the brand successfully served the European and Middle Eastern markets but had no presence in the Chinese market and faced difficulties attracting investors from China.
BACKGROUND
At the start of the project, the company had zero brand recognition among the Chinese audience. It lacked presence in key online channels—such as WeChat, Douyin, and Baidu—did not use localized keywords, and had no infrastructure to receive inquiries from Chinese clients. The team had no experience with this market and was unsure where to begin their promotional efforts.
Our task was to establish brand recognition among the Chinese audience and generate a steady stream of initial leads.
OBJECTIVES
- Enter the Chinese market with luxury real estate offerings in Dubai.
- Increase brand awareness among Chinese investors and potential buyers.
- Build a stable digital presence within the local media environment.
- Establish channels for organic and paid lead generation from China.
WeChat account search listing, account homepage, and content example
WHAT WE DID
1. Research and Strategy:
- Conducted an analysis of the Chinese luxury real estate market and competitor activities.
- Assessed the search popularity of keywords and compiled an expanded semantic core.
- Developed a market entry strategy based on three channels: WeChat, Douyin, and Baidu.
2. Social Media & Content:
- Registered and verified the official service account on WeChat.
- Configured the menu, welcome messages, and established a visual style.
- Launched content management: regular publications about the real estate market, the advantages of investing in Dubai, and the agency’s properties.
- Registered and started managing an account on Douyin (Chinese TikTok) with visual video tours, property roundups, and Q&A clips.
CHALLENGES AND SOLUTIONS
- Lack of Chinese content and promotion strategy
Solution: Started with competitor analysis, gathered insights on successful case structures, and adapted the tone of voice and offers for the Chinese market. - Promoting a high-value service with low spontaneous demand
Solution: Focused on building trust and expertise through valuable content, project visualization, and answers to FAQs. - Lack of a seamless link between advertising and conversion to dialogue
Solution: Created a smooth integration between Baidu Ads → WeChat account → communication with a manager.
RESULTS
- Registered and verified the official WeChat account, with a configured menu and chatbot.
- Douyin account management launched, with regular publication of visual property videos.
- Baidu Ads advertising account registered and configured.
- Launched contextual and banner advertising targeting Chinese audience search queries.
- Ensured indexing of the account and website in Baidu search results.
- Established a stable digital infrastructure for attracting Chinese investors.
INSIGHTS
Entering the Chinese luxury real estate market is impossible without an adapted content strategy and presence in local digital channels.
The Baidu + WeChat + Douyin combination proved to be an effective path for the initial promotion phase and generating investment interest.
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