David Jones is an iconic Australian luxury department store founded in 1838. It originally worked as a subscriptions only account, however this hindered its visibility to potential followers, affecting content engagement. After transferring their media services to Publisher’s International, the David Jones account was immediately changed into a services account where both content and customers could be managed more efficiently.
Publisher’s Internationale’s content team collaborated with David Jones’ client team to write articles that were displayed on WeChat. Content pegs were selected from the David Jones magazine as well as its English social media pages. Readership numbers of David Jones’ WeChat increased drastically, with the readership of one month doubling the combined readership of the previous quarter. David Jones’ WeChat has become a weekly fashion magazine wit brand listings catering to its Chinese audience.