Berkeley Group: elevating digital experience in China
As Berkeley Group expanded in China, the focus shifted from visibility to experience.
An existing WeChat Mini Program saw declining usage, while agents needed more practical tools. At the same time, content had to reflect the brand’s premium British positioning while driving engagement.
The challenge was to improve both usability and interaction:
▪ Reverse declining usage and increase retention
▪ Support agent workflows more effectively
▪ Balance premium positioning with engaging content
Hylink adopted a dual-track strategy:
▪ Platform optimisation to improve usability and retention
▪ Interactive content to enhance engagement and brand perception
The goal was not just more traffic, but more valuable interactions.
A connected experience combining functional tools with immersive content.
1. Mini program pptimisation
▪ Simplified UI and navigation
▪ Dynamic banners for key updates
▪ New tools including video centre, stamp duty calculator and interactive London Underground map
2. Interactive content
In collaboration with Aston Martin, we created an interactive WeChat experience:
▪ A digital “grand tour” across London in the DB12
▪ SVG-based storytelling replacing static formats
▪ Property highlights embedded within the journey
+35% organic traffic to the Mini Program
Average usage time: 2 → 5 minutes
Interactive Content
1.3K reach
100 shares
167 interactions
What it means
This project shows the impact of combining product and content.
▪ Better UX drives deeper engagement
▪ Interactive storytelling strengthens premium perception
▪ Functionality and content together create a more effective ecosystem
From static presence to experience-led engagement, the platform now better reflects Berkeley Group’s premium positioning in China.
