Top 10 advertising campaigns on Wechat

Top 10 advertising campaigns on Wechat

WeChat count with some features that allow companies to develop “mini-apps” in order to launch interactive marketing campaigns.

It is essential for brands to interact with their customers and Wechat makes it possible.

WeChat is the most popular mobile messaging platform in China with over 368 million active users monthly, therefore companies can’t ignored this social media network.

WeChat is an effective tool for brands to share information and latest news with their followers. A marketing trend in WeChat is present new products and promotions, create exclusive contest and games to engage followers.

During the last months, many fashion and luxury brands have opened a Wechat account, as reported by Fashionbi’s marketing research. The reason of its growing importance is that Wechat enables brands to have a one-to-one communication with their followers.

Due its efficacy, an increasing number of global brands are integrating WeChat into their marketing strategies. With this APP, brands are looking for interact with its potential consumers through creative ways in order to capture their attention and get their involvement.

Montblanc and “Moon phase” campaign:

The Swiss watch brand has launched a campaign which is based in the importance of moon phases for Chinese population.

Montblanc offers to its followers the chance to participate in a promotion of its Meisterstück Heritage Perpetual Calendar and Bohème Perpetual Calendar Jewelry watches, which includes on the watch dial a moon phase complication that tracks the wax and wane of the moon.

Montblanc-Moon-PhoneIn the campaign, members had to type their gender and birthdate into the app in order to receive information of their birth moon phase and the effect on their personality, love, hobbies and work.

Wang Xiaoya, a Chinese astrology author was the person in charge to develop the results.

Yves Saint Laurent:

The French fashion brand created the campaign “Kissing Habits Survey” on WeChat along with its lipsticks collection. Members before ask the eight-question survey about kisses, had to choose their gender and star sign. Once finishing, users received the results and lipstick recommendations.


A short time later, YSL continued the marketing strategy with the campaign “An Invitation to Kiss” based on its mini-movie which talks about six couples and each one of which is tied to one lip gloss color from its collection Gloss Volupté. To participate, users had to share their love stories and tag their lovers for an opportunity to win a lip gloss.

Tiffany & Co:

The world’s premier jewelers developed a campaign for Qixi Festival, the Chinese Valentine’s Day. The followers had to share pictures showing a “proof of love” for a chance to win gifts.



The British luxury brand teamed up with WeChat to offer an exclusive experience for its followers. Through WeChat, the users could view the Fashion Week Autumn/Winter 2014 Womenswear show and also they could receive audio from the designers about the runway looks, exclusive photos of the show, and text messages from celebrities.


Burberry has created an interactive “parallel social events” via WeChat, which allowed to followers to take part in the event.


During the FIFA World Cup, Mercedes-Benz created a campaign in WeChat. The members with the purpose to win gifts, through moments had to send their wishes of good luck to the German national football team which is sponsored by the automobile brand.



The American skincare brand developed a game via WeChat called “Fair and Rosy Skin, Show Your ‘Meng-ness’ Cheek to Cheek”. The game consist in put the cheeks against a picture of Li Dongxue, a famous actor and then, the members receive a score for how cute they are. The followers have the opportunity to share their results and win WeChat red envelopes.


Michael Kors:

Due the Michael Kors Jet Set Experience, an event to celebrate the opening of brand’s the first China flagship store in Shanghai, the fashion brand developed a app on WeChat called “Jet Set Experience”, through which followers had access to live images and interactive news feed.


Tag Heur:

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 and provide them a high-quality experience. For the event, Tag Heur developed a mobile game which consisted in scan codes and answer questions while they visited the exhibition.


Kate Spade:

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.



During the Qixi Festival, the Swiss watchmaker created a campaign to inspire the poet in everybody. Through the APP, participants could compose a three-line poem and send it to their loved ones to impress them.


As we see, WeChat has become a powerful platform to engage costumers and therefore many brands has decided to integrate this powerful tool into their marketing strategies.

It is very important for brands have presence in social media platforms to improve their visibility. If your company want to expand their presence or improve it, don’t hesitate to contact us.


If you want more information about Wechat Agency Shanghai : here


Written by Olivier

Olivier, Passionnated about Marketing and Chine. Already 30 years old and 6 years spending in China. I share my analysis about China, for almost 4 years via my french Blog


  1. Niuws, Uber, Google. · January 19, 2015

    […] Mobile Werbung über den Messaging-Dienst WeChat ist für Unternehmen in Fernost längst zu einer Alternative zu schnöder Bannerwerbung geworden. WeChat hat eine Marketing-Lösung entwickelt, mit der Unternehmen innerhalb der App eine Art Mini-App entwickeln können. Marketing China stellt 10 Kampagnen vor. […]

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  3. Flor Gilbertson · April 5, 2015

    What’s up, I want to subscribe for this web site to obtain hottest updates, so where can i do it please help.

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    […] Fascinating insight into how high end Western brands from MontBlanc and YSL to Burberry are using innovative WeChat campaigns to reach out to customers.  They involve going beyond using a basic WeChat Subscription account and setting up their own infrastructure to support a WeChat Service account. MontBlanc’s WeChat proposition “includes on the watch dial a moon phase complication that tracks the wax and wane of the moon“: […]

  5. Focus on Wechat, Social media leader in China · February 12, 2016

    […] If you are interesting to check really interesting campaigns on Wechat, you can click here. […]

  6. Jonathan · May 2, 2016

    Oliver, There seems to be a huge generational void that offers new Chinese centric brand opportunities to become established especially if the brand criteria is short, cognitive and culturally significant (the only way to compete with deep pockets). Gave this much thought / research and registered the brand foundations 八8 (com) 八88 (com) mobile simple almost seamless action, and cognitive after repeating the process. How that translates within China ? I would like your opinion ? Do please contact me.

  7. 8 Data Points That Marketers Need to Know About China’s Biggest Mobile Player | digitalmarketerstudio · June 29, 2016

    […] local intelligence as well as marketer-to-consumer interactions. He didn’t name brands, but some companies that have been known to employ WeChat for marketing include Burberry, Mercedes-Benz, Michael Kors, Yves Saint Laurent, […]

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