Are you wondering how to start a marketing campaign and considering launching a WeChat marketing campaign for the new year? If you do not have any idea or don’t know what works best, look no further! Read on to draw inspiration from these five WeChat marketing successful cases we have hand picked for you.
Successful cases for Chinese new year WeChat campaigns
WeChat marketing campaign for a luxury brand – Burberry
If you are wondering how to leverage WeChat to drive foot traffic to a brick-and-mortar store or boost in-store purchases, here is an excellent example for you.
Every luxury brand struggles to create a successful campaign, yet Burberry seems to have found the answer. Burberry has 40 million followers on WeChat, and a large part of the companies sales come from the Chinese market. Therefore, Burberry puts in much work to leverage its WeChat Official Account to convert followers into sales.
Burberry WeChat advertising campaigns
In 2016, Burberry sent a photo of a gift box to its WeChat followers through the app. Its followers need to follow the instructions: “Shake, tap, and swipe” to open the gift. This fun interaction was extraordinary and made the company set apart from its competition.
The gift box contained a greeting letter from Burberry, which fans could personalize to send to their loved ones. That is an excellent example of using HTML5 to create unique user experiences and create a positive brand image with social media users.
WeChat Marketing campaign for a hotel – The Linq
A WeChat marketing campaign is not only about using WeChat Moments & HTML5 as Burberry did. There are countless possibilities out there for different business models and various sectors.
WeChat official accounts provide many ways for companies to design an exceptional marketing strategy. WeChat has evolved into a super-app that offers a range of functions. Therefore, companies have several ways to interact with their customers.
Linq Hotel brought a fantastic feature to WeChat users by using its IoT connected room suites. Guests could link to the hotel’s official account by scanning the QR code inside their room. In this way, they were able to control everything inside their room remotely. They can adjust lighting, air-con temperature, and even the TV volume through the Hotel’s WeChat official account with ease.
The hotel attracted more followers to its official account. And Linq could further promote its services through targeted messages, blog posts, and more. Through this function, Linq Hotel was able to grow its follower base for future marketing efforts significantly.
Apart from the essential functions, they even offer some installed set programs. For instance, if a guest chose the “sleeping mode,” the lights would turn off, the curtains would close, and the doors would lock. Now, imagine how easy it is for your company to fascinate your clients with that! Overall, this outstanding effort in WeChat marketing utilized WeChat’s various functions in a truly unique way!
WeChat marketing campaign for health & wellness – Mead Johnson
Because of the Sanlu milk powder scandal in 2008 and the abolition of China’s one-child policy, there is a greater demand for reliable baby formula products. However, baby brands must build trust among worried consumers.
Mead Johnson’s WeChat marketing campaign steps into the shoes of Chinese moms. The “360 supermum” campaign was a brand new initiative to build up a brand ambassadors team. Using the testimonials from satisfied clients, the company engaged with mothers around China and ensured them the safety of their baby formula “Enfagrow.”
To build up a great brand image among clients, boosting brand awareness is only a part of the strategy. A great user experience and easily accessible and detailed product information are essential too. Mead Johnson’s WeChat official account is an all-in-one platform. It offers a loyalty program, product information, and updated content. By doing so, Mead Johnson increased its user engagement drastically and brought its brand image to a different level.
Johnson Mead’s WeChat marketing campaign’s actions are a clear example of understanding the target audience’s needs. Johnson Mead provided all the resources that mothers in China need in one platform. They helped mothers with their buying decisions and increased their trust in the brand.
WeChat marketing campaign for wine – Fancy Cellar
Selling wine using e-commerce on the WeChat can be challenging due to China’s counterfeiting issues. Chinese clients search for quality foreign goods that they can trust and turn to e-commerce to meet their demands.
Fancy Cellar earned the trust of its clients by educating them on the nuances of wine. Fancy Cellar has a successful WeChat shop that offers an easy and reliable platform for clients to purchase legitimate brand name wines.
By providing useful content that was highly shareable, they built up trust in their brand, acquired new followers, and drove sales with a limited budget. That is an excellent example of using high-quality content to power your WeChat marketing strategy.
WeChat marketing campaign for beverage chain – Starbucks
For beverage chains such as Starbucks, attracting clients to their physical stores is the ultimate goal. One effective method to achieve that is by distributing store coupons. WeChat Pay is becoming one of China’s most popular payment methods, therefore distributing coupons has never been easier.
Starbucks launched a WeChat moments advertising campaign during the Christmas Season. They showed their limited-edition red coffee mugs in a short video. After users clicked inside the ad, they were presented with a Starbucks Christmas special coupon. The coupon was automatically transferred into the user’s WeChat wallet to use immediately.
As a result, Starbucks’ WeChat campaign was so successful that users played the video ad 4.9 times on average, and half of the coupons were used!
Make your next WeChat marketing campaign a winning one.
All the successful examples tell that there are countless possibilities available with WeChat. If you want to use WeChat for your next big China marketing campaign, you will need to be creative to achieve success. In an entirely local Chinese social media like WeChat, in-depth knowledge of the local culture and the ability to set yourself apart from the competition is a must! We hope these cases gave you some inspiration for your future WeChat marketing efforts. If you need any help to make your marketing campaign the most successful one in China’s New Year season, feel free to contact us.
