wechat best practices - curiosity china...wechat account main menu • interactive campaign presents...

WeChat Best Practices

March Edition

TABLE OF CONTENTS

HTML 5 Creative Campaign

1 Mini Program

2

3 Media Buy Trends

PART 1

Mini Program

© 2017 Curiosity China

MINI PROGRAM - YSL VALENTINE’S DAY E-STORE

KEY POINTS

•YSL pre-oder for May and August festival limited exclusive gift card.•Moment ads called to visit mini program e-shop.•Festival themed visuals with selected collection for users with different productS.•Reservation in advance allowed user have enough decision making time. For brand side, supply chain will have enough time to be well prepared.

Homepage Select Product Product DetailProduct List


MINI PROGRAM - SWAROVSKI WISH LIST E-STOREKEY POINTS

• Shareable wish list shopping experience.

• Clients select a product in the mini program and send their wishlist to their friends with greeting or short message.

• Order creator can pay any amount of money of the order and their friends who received their wish can help to pay for any amount of money.

• If the friend completes the order then the product will be deliveredMini Program Product List Select Product Share to friends


MINI PROGRAM - COACH CNY E-STORE

KEY POINTS

• CNY e-store mini program with limited edition gift packages: 3 packages for women and 3 packages for men depending on their personal styles

• Drives traffic to offline shops.

Product DetailMini Program Product List Select Product


MINI PROGRAM - THE NORTH FACE E-STORE

KEY POINTS

• Mini Program E-Store for new collection• Users can pre-order select products• Service center will send template message

once the collection is launched

Product List Follow Account Product List Notifications


MINI PROGRAM - LONGCHAMP RESERVATION SERVICES

KEY POINTS

• Mini Program dedicated for : • new collection preorder • offline event reservation • online customer services • personal info

• drive traffic to offline activities• customer can manage their activities in personal

info page

Product DetailHomepage Product List Select Product

PART 2

HTML 5 Creative Campaign


CREATIVE CAMPAIGN - IWC CNY LIMITED COLLECTION

KEY POINTS

• 2 limited edition watches for CNY with traditional Chinese design elements

• HTML 5 campaign drives traffic directly to brand e-commerce with large selection of items

• propose offline shopping experience and services within LBS.

Store LocatorHomepage Product ListProduct List


MEMBERSHIP PROGRAM - PERNOD RICARD

KEY POINTS

• Group membership program for all brands in Pernod Ricard group.

• Lucky draw HTML 5 campaign encourages users to activate membership card.

• Drive traffic to brand’s service account to continue the interaction.

• Users can find out all the membership card in their WeChat card holder

Moments Ad Template PageHomepage Sign up form Lucky Draw Account Details


CREATIVE CAMPAIGN - BOTTEGA VENETA FASHION WEEK CAMPAIGN

KEY POINTS

• Bottega Veneta canvas campaign to better communicate NYFW

• A specific category was added during FW in WeChat account main menu

• Interactive campaign presents the fashion show from different point of view : collection, celebrity, details, backstage...etc

• video streaming and video record available during and after the show

IntroductionHomepage Video ListCampaign List


CREATIVE CAMPAIGN - STUART WEITZMAN NEW COLLECTION

KEY POINTS

•Visualized brand’s shooting and products catalogue. •legendary celebrities to endorse brand’s assets within touching storytelling. •customized visual layout and content design

Product List Video ListHomepage Share to friends


CREATIVE CAMPAIGN - FURLA CNY GAME CAMPAIGN

KEY POINTS

• HTML 5 Campaign promoting Chinese New Year collection

• Interactive games to better engage with users

Homepage Red Packet CNY collection Gift Redemption


CREATIVE CAMPAIGN - MIU MIU GREETING CARD

KEY POINTS

HTML 5 greeting card with more interactive user engagement through CNY themed campaign.

Send and share exclusive brand greetings to users

Homepage Send CNY cardCard DesignSign up


CREATIVE CAMPAIGN - HUGO BOSS LUCKY DRAW

KEY POINTS

• HTML 5 lucky draw campaign during CNY promotion

• Play incentive game to redeem for brand’s coupon

• Festive customized visual design to get more immersive CNY atmosphere

• Drive traffic to offline store and interact with SA

Homepage Game Coupon Redemption

PART 3

Media Buy Trends


JUMP X NIKE ADS

KEY POINTS

• Jump is a cult mini program game

• It has hooked 100million users in just two weeks.

• Nike is the first brand to buy advertising within the game via a branded “box”

Enter Game Nike “Box” Game


MOMENT ADS - YSL E-STORE LIMITED EDITION

KEY POINTS

Customized moment ads drive traffic to limited edition festival gift.

HTML 5 brand e-shop for limited edition gift within personalized services and offline customer services.

Product List Moment Ad Product Details


MOMENT ADS - TIFFANY & CO VALENTINE’S CAMPAIGN

KEY POINTS

• New video design moment ads format

• Ads redirect to Valentine’s day campaign : e-shop + UGC story sharing

• Generate emotional engagement between brand and users

First Page Second Page Brand Zone H5


BANNER ADS - KIEHL’S VIDEO FORMAT

KEY POINTS

• New video design banner ads video format

• Ads redirect to Kiehl’s HTML5 campaign

• Immersive ads to attract user’s attention

Product List Product List Product List Loading Page

wechat best practices - curiosity china...wechat account main menu • interactive campaign presents...

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