Dimsum Daily - one of the few online media houses in Hong Kong that serve news in English.
With quick delivery of local breaking news and their bite-sized articles that are easier to consume for Hongkongers, Dimsum Daily has been able to scale exponentially in its highly competitive local market segment.
Started in late 2018, Dimsum Daily publishes the breaking news, local happenings, and other up-to-date events of Hong Kong. In a market where most news publications focus on geopolitical and regional issues, a few months old - Dimsum Daily is bridging the gaps by reporting local news at lightning speed.
Its two most loved lifestyle sections - HONG KONG EATS (covers food reviews, restaurant hygiene, never again list and must-try list) and HONG KONG WANDERLUST (covers secluded hiking trails and natural hidden gems of Hong Kong) have enabled Dimsum Daily to become one of the rapidly growing online media houses of Hong Kong.
Nothing in this world comes easy when you’ve just started. And this becomes even more tricky when you are delivering English news in a Chinese country.
Just like any other startup, Dimsum Daily had great ideas that could bring about a change. They intended to change the way Hongkongers consumed English news.
They wanted to serve quality journalism with compact and crisp local news. It was simpler, therefore, better. With content focusing majorly on video format which most Hongkongers prefer, Dimsum Daily knew they just needed to get their news delivering ammo right.
But with their current marketing stack, growing among the highly successful media houses that were already reporting to Hongkongers with English news, was tough.
Building a brand name in this less demand and more supply scenario made Dimsum Daily go out on a solution-hunt and finally, zero down on iZooto.
Let’s face publishers’ reality now
The only way to build your presence in a new publishing market is by owning your audience and engaging the audience with moment marketing. For a small English news publisher in a Chinese community like Dimsum daily, these two paid off really well.
The onboarding assistance took Dimsum Daily live in minutes that too without any technical hassle. And now the next step was to sit back and build an audience which they’ll soon be able to own.
The essential engagement playbooks (like welcome notification and breaking news only) were plugged in to ensure minimal unsubscriptions. Within 3 odd months, Dimsum daily had 32.6K active subscribers which were enough to get all the other playbooks (automated notification drip) up and running.
And, now is the time for real action.
Notifications have been scheduled and delivered based on device type and in real-time.
Sticky notifications (notifications stay on the screen until the user interacts with it) and the location-based segmentation have been working wonders in retaining the non-Hongkonger audience with time-zone based delivery.
The performance reports were regularly analyzed as per user behavior and the campaigns were optimized accordingly. While the competition is still out there, Dim Sum news is getting delivered faster. The audience is getting hooked with realtime news updates which have been enabling Dim Sum to boost their engagement with all the more sessions
While the numbers have touched the benchmark of sharing their success story, our true heroes (the CS team) are busy devising the next steps for Dimsum Daily.
This one-year-long sprint has helped Dimsum Daily grow its website sessions by 22% with an average CTR of 2.5%. And now there are over 92K active subscribers that no one but the Dimsum Daily owns.
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