Digital is a must for any company that wants to develop its reputation and brand image in China. The integration of digital technology in the Chinese population gives brands new platforms for promotion.
Digital platforms have become an integral part of the lives of individuals. WeChat, the largest social network in China accounts for more than 900 million users. An opportunity for brands to make themselves visible through this platform.
In this article, we’ll introduce brands that have successfully implemented their digital communication strategy on the platform.
WeChat an integrated ecosystem
The WeChat application was created in 2011 by Tencent. It’s a free instant messenger mobile application with multiple functions. This social network is completely integrated into the Chinese daily life.
Nicknamed “The WeChat Times”, it’s often used as a search and source of information.
WeChat is more than just an application, it’s an entire ecosystem with significant growth and sales potential for any company wishing to expand its business in China.
5 successful marketing campaigns on the Chinese super app, Wechat
The Givenchy partnership With Mr. Bag
Givenchy has partnered with one of the most influential influencers (Key Opinion Leader (KOL) in China to promote a limited edition handbag. Tao Liang, known on the web as Mr. Bags has a Wechat audience of 1.2 million followers. This is a perfect way for brands to get a relevant, fashion-oriented community. Source: Chinachannel
A post was published on Tao Liang’s WeChat account referring to the partnership with Givenchy promoting the 80 limited edition handbags which sold for 15,000 RMB per bag.
Givenchy took advantage of the digital environment to offer its consumers an offer in alignment with their luxury purchasing habits. They made a limited edition bag that gives an image of prestige and exclusivity. Using WeChat to promote the brand is a suitable strategy in view of the digital tendency of China.
They decided to launch the bag campaign a few days before Valentine’s Day. The Chinese are known for giving gifts at significant events. Now the choice for the launch date is even more profound.
This was very successful for the brand. In just 12 minutes they sold out their entire collection. This positive buzz helped strengthen the brand and increase its image.
The brand used WeChat to promote its style collection. Montblanc had already used the platform to promote its Moon phase which was very successful.
This marketing campaign was divided into 2 parts:
The first part was to tell people about the history of the brand. This is often used in luxury industries. For his campaign, Montblanc used a famous personality, Hugh Jackman to tell the story of the brand.
On Wechat, users could see a letter written in Chinese saying, “Art cannot change the world, but it can change the way people think – and people can change the world.”
The second part of the campaign focused on the ability to engage the consumer in the brand experience. The user could customize his Montblanc pen by choosing the color. Then share their creation on WeChat.
Pepsi: H5 game
The used the Chinese New Year for its promotion.
A page and H5 game allowed the users to send fireworks to wish a Happy New Year or play a game symbolized by a rooster, the Chinese sign associated with 2017.
The creativity and simplicity of the campaign allowed users to share with their loved ones during the event. A mini game was the perfect thing because the Chinese are big consumers of video games, especially on mobile.
Damac Properties: Lead generation
Damac Properties, is a real estate development company located in the Middle East and Dubai. The agencyprovides its clients with unique living concepts as well as dream homes.
This campaign presented the company. DAMAC had a welcome page on its WeChat account and created stylish H5 pages.
The results for the company are very promising:
- Average views 1200+ and 80+ “I like”
- 3,000 followers within 6 months
- Prospective new customers
- High conversion rate
Twist & Drink: Game
Twist & Drink is a beverage brand for children, created in Austria in 1973. These beverages are made with natural mountain spring water and have a fruity flavor. Their bottles have bright colors and unique design.
Before entering the Chinese market, Twist & Drink had no reputation and reputation is everything for brands in China. The brand strategy was implemented little by little to reach the desired success.
The brand has positioned itself on social networks like WeChat to promote its products. It created a colorful and animated world and referenced its products in Wechat. The bottles became mascots that spoke directly to mothers in China. Each bottle had its own characteristic and personality that let children recognize themselves in one of the mascots. The kids interact directly with the final consumer, their parents.
The brand initially launched a game on WeChat. The game was based on the different characters and users compete to collect the most points in the Twist & Drink Arena.
In the application, the parents can access the online store to buy products directly. A contest was launched, allowing consumers win prizes if they win. More information here.
Twist & Drink, like many brands, have developed a Wechat Store which allows fans to buy directly from the official brands.
E-Commerce strategy: B2C and B2D (business to distributors) Wechat Store
In terms of results:
- Average of 600 views and 40+ “I like”
- + 3600 followers in 6 months of campaign
- Exposure to 250,000 people
These successful Wechat marketing campaigns show the benefit foreign companies will receive when they launch their brand promotion via Chinese digital platforms.
Their digital ecosystem is completely different from western countries and this is a very impressive environment. We advise you to partner with a local who understands the workings of the Chinese digital sphere to develop your strategy.