5 Best WeChat Marketing Campaigns
WeChat is world's fastest growing social and messaging app, with total 700 million users globally by end of 2014. It has over 368 million active users monthly. Companies who are interested in marketing their services and products, cannot afford ignoring this social media platform.
WeChat is an effective tool for brands to share information and latest news with their WeChat subsribers. The latest marketing trend in WeChat is the 'curated campaign' by creating engaging storytelling content, animated web pages as well as games to engage potential customers.
Here are some good examples:
The Swiss watch brand - MONTBLANC
The campaign for this Swiss watch brand is based in the importance of moon phases for Chinese population.
Subscribers of MONTBLANC participate in a simple game (from its Meisterstück Heritage Perpetual Calendar and Bohème Perpetual Calendar Jewelry watches). In this campaign, subscribers type their gender and birthdate in the game in order to receive information of their birth moon phase and the effect on their personality, love, hobbies and work. A Chinese astrology author develops the results.
TIFFANY & CO:
This WeChat campaign is for world’s premier jeweller - Tiffany & Co- - during Qixi Festival (the Chinese Valentine’s Day.) The followers share pictures showing a “proof of love” for a chance to win gifts in the app.
During the FIFA World Cup, Mercedes-Benz created a special WeChat campaign. In this campaign, subscribers of Mercedes-Benz WeChat can win gifts through moments by sending their wishes of good luck to the German national football team which is sponsored by the automobile brand.
The Swiss watch brand, for its exhibition “La Maison”, created an O2O (online-to-offline) marketing strategy. Through WeChat, brands encourage users to visit a store or event. For the event, Tag Heur developed a mobile game which consisted in scan codes and answer questions while they visited the exhibition.
The American fashion brand has taken advantage of the gamification, a technological feature available in WeChat which allows brands incorporate mobile games into its campaigns. Kate Spade for the Mid-Autumn Festival launched a flying-lantern game that allowed followers to choose the lantern color, write wishes and greetings on it and send it off into the sky.
WeChat has become a powerful tool to engage customers and consumers. It is very important for brands have presence in social media platforms to improve their visibility.