WeChat boasts 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 this possible.
WeChat is the most popular mobile messaging platform in China with over 700 million monthly active users, therefore companies can’t ignore this social media network.
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WeChat is an effective tool for brands to share information and the latest news with their followers. A marketing trend on WeChat is to present new products and promotions and create exclusive contests and games to engage followers.
During the last months, many fashions and luxury brands have opened Wechat accounts, as reported by Fashionbi’s marketing research. The reason for its growing importance is that Wechat enables brands to develop one-to-one communication with their followers.
Due to its efficacy, an increasing number of global brands are integrating WeChat into their marketing strategies. With this APP, brands are looking to interact with potential consumers through creative ways in order to capture their attention and engage them.
Montblanc and “Moon phase” campaign:
The Swiss watch brand has launched a campaign that is based on the importance of moon phases for the 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) a dial featuring the specific moon phase, it tracks the status and of the moon, very apt for the Chinese lunar calendar.
In the campaign, members had to type their gender and birthdate into the app in order to receive information about 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 lipstick collection. Members were asked an eight-question survey about kisses, they had to choose their gender and star sign. Once finishing, users received the results and lipstick recommendations.
A short time later, YSL continued this marketing strategy with the campaign “An Invitation to Kiss” based on its mini-movie which talks about six couples, each one represents 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 “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 as well as receiving audio from the designers about the runway looks, exclusive photos from the show, and text messages from celebrities.
Burberry created an interactive “parallel social event” via WeChat, which allowed followers to take part in the event digitally through the platform.
During the FIFA World Cup, Mercedes-Benz created a campaign on WeChat. The participants aimed to win gifts, through moments they 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 consisted of putting one’s cheeks against a picture of Li Dongxue, a famous actor, the members then received a score for how cute they are. The followers have the opportunity to share their results and win WeChat red envelopes.
Due to the Michael Kors Jet Set Experience, an event to celebrate the opening of the brand’s the first China flagship store in Shanghai, the fashion brand developed an app on WeChat called “Jet Set Experience”, through which followers had access to live images and an interactive news feed.
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 that consisted of scanning codes and answers questions while they visited the physical exhibition.
The American fashion brand has taken advantage of gamification, a technological feature available in WeChat which allows brands to incorporate mobile games into their 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 creative 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 customers and therefore many brands have decided to integrate this powerful tool into their marketing strategies.
It is very important for brands to have a presence on social media platforms to improve their visibility. If your company want to expand their presence or improve it, don’t hesitate to contact us.
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