Marketing in China with WeChat:

Amazing Examples of SuccessBY HEATHER SALLEE -

 APR 28, 2015 136

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Connecting with the consumer base is the only method for a brand to truly

succeed in the market. WeChat is offering a method for connecting with the

consumer base in a method that can truly benefit any business who puts the

time into developing a quality marketing plan for this social media platform.

WeChat allows for messages, videos and comments to be shared with the

world. However, for a brand to truly have a successful WeChat campaign,

they need to think more about developing something unique, rather than just

posting whatever. Chinese consumers are tired of the endless posts that

provide no real value or entertainment.

Montblanc and the “Moon Phase” Campaign

The luxurious Swiss watch

brand, took their product and the Chinese importance placed on moon phases

to develop a WeChat marketing platform for their new promotion of

Meisterstuck Heritage perpetual Calendar and Boheme Perpetual Calendar

Jewelry watches. With this campaign, users were able to enter their birthdate

and gender to receive information about the moon phase affecting them.

Such as how this affects their personality, hobbies, work life and the like.

The idea was to highlight the moon phases since this is important to Chinese

culture, but also because this tied in with the product that Montblanc was

offering. For consumers, it not only marketing towards them, but provided

information that was fun and educational.

Yves Saint Laurent Encouraging Love

The French brand has promoted

their lipstick line in a variety of ways through WeChat. However, one of the

most successful methods they have chosen was their “An Invitation to Kiss”

campaign. With this campaign, the company shared mini-movies on six

couples, who were all associated with one shade of lip color. They asked

WeChat users to share their love story and tag this with a couple from the

movies in order to win a lip gloss.

This interaction with the company is what made this campaign successful for

the brand. They not only were getting recognition for their various lipstick

colors and products, but they were also connected with consumers on a level

that helps to concrete loyalty.

It’s All Fun and Games with Kate Spade

The Kate Spade fashion brand that is

founded in the United States, got on board with the WeChat marketing

method, though the brand used a difference technique. While most other

brands inform or educate the market, or even offer to win new products, Kate

Spade utilized a game as a way for followers to connect to the brand. WeChat

does offer the ability to incorporate mobile games into the campaigns. With

the Kate Spade brand, for the Mid-Autumn Festival, the brand used a flying

lantern game as a way to let followers choose the lantern color, write their

wish on this and send it off into the sky.

The interaction is what set this brand apart with their WeChat campaign, and

is one reason why the brand has become known throughout China.

What these three brand stories show is that coming up with a way to address

the Chinese WeChat followers is essential to success. Readers are not

interested in the same old information they could get anywhere, they want a

new method of delivering this information and want something that is going

to catch their attention. Whether the brand decides to educate, interact with

giveaways or offer fun games for WeChat users to play, WeChat is a powerful

source for getting publicity and brand awareness in China.

Source: Socialbrandwatch.com