WeChat Best Practices May Edition

TABLE OF CONTENTS

intro WeChat Global - Launch

123

Account Launch & Campaign - Gaming

Mini Program

Media Campaign

Introduction

WeChat Going Global

© 2018 Curiosity China

WECHAT GLOBAL - ACCOUNT LAUNCH

KEY POINTS

• Official account with information on : • How the world uses WeChat • Best practices • China’s latest trends

• International exposure on WeChat

• Rising awareness of WeChat globally

Scan QR codeContact UsWeChat blogLanding Page

PART 1- Account Launch - Campaign - Gaming

© 2018 Curiosity China

ACCOUNT LAUNCH - THOM BROWNE

Secret LetterLanding Page

KEY POINTS

• Highly mysterious and intriguing campaign designed to create interest around the account launch

• The campaign takes users behind the scenes featuring a day in the life of Thom Browne’s dog Hector

© 2018 Curiosity China

CROSS CAMPAIGN - ADIDAS NEO X QQ MUSIC

KEY POINTS

• Interactive cross campaign to highlight two brands

• Nice integration of QQ’s music theme and Adidas’ products

Product videoScan QR code Select character Landing Page

© 2018 Curiosity China

H5 CAMPAIGNS - AMAZON PRIME

KEY POINTS

• Brilliant use of books to carry out the message of amazon prime

• Interactive campaign to capture the attention of the audience

Insert NameSecond Page Landing Page End of Campaign

© 2018 Curiosity China

GAMING - JACK JONES

KEY POINTS

• A gaming mechanism for users to dress up and compete with friends

• User has to upload a picture of themselves before they can dress up their profile

PK PageDress UpTake PictureLanding Page

© 2018 Curiosity China

GAMING - 回⼒力⻋车

KEY POINTS

• Creative gaming campaign that evokes childhood memories

• Compete with friends to achieve a better score

User Center

Product Details

Landing Page

© 2018 Curiosity China

GAMING - MYTHERESA

KEY POINTS

• A quiz to test the users’ knowledge about various brands

• Strong marketing tool to increase the awareness for the brands on Mytheresa

Wrong AnswerCorrect AnswerQuizLanding Page

PART 2

Mini Program

© 2018 Curiosity China

MINI PROGRAM - SECOO BY 24

KEY POINTS

• Payment page is secure and easy to use

• User friendly listing of products

• Efficient way to collect customers’ address for future marketing campaigns

PaymentEnter AddressProduct ListLanding Page

© 2018 Curiosity China

MINI PROGRAM - LOEWE

KEY POINTS

• Simple and straightforward Mini Program

• Service Center to address users’ concerns

User CenterShopping BagProduct ListLanding Page

© 2018 Curiosity China

MINI PROGRAM - ZARA

KEY POINTS

• User friendly, visual product displays

• Payment steps are clear and straightforward

CheckoutProduct ListProduct ListLanding Page

© 2018 Curiosity China

MINI PROGRAM - INTERCONTINENTAL HOTELS

KEY POINTS

• Leverages visually appealing images

• Detailed user center to keep track of all activities on WeChat

User CenterProduct DetailsProduct ListLanding Page

© 2018 Curiosity China

MINI PROGRAM - L’OREAL CANNES FESTIVAL

More detailsProduct DetailsProduct InfoLanding Page

KEY POINTS

• Landing page encourages friends to share and join the promotion

• Dedicated tab for Flash sales to encourage consumer spending

• Nicely integrated user center

PART 3

Media Campaigns

© 2018 Curiosity China

MOMENT ADS - ALEXANDER MC QUEEN

KEY POINTS

• Visually attractive images to reflect the brand

• Simple and well organized tabs

Product DetailsCampaignLanding Page Product List

© 2018 Curiosity China

MOMENT ADS - TOM FORD

KEY POINTS

• Creative display of new collection

• Use of advertisement to drive offline traffic for event registration

Perfume collectionNew collection Landing Page Register

© 2018 Curiosity China

MOMENT ADS - VAN CLEEF & ARPELS

KEY POINTS

• Immersive tilt phone experience for users

• Designed to drive traffic to offline exhibition

Product DetailIntroduction Landing Page Register

© 2018 Curiosity China

MOMENT ADS - CHANEL COCO RUSH

KEY POINTS

• Simple and clear presentation of products

• Member Center to collect customers’ information

Product DetailProduct ListLanding Page Member Center

© 2018 Curiosity China

MOMENT ADS - APPLE

More detailsProduct DetailsProduct InfoLanding Page

KEY POINTS

• Interesting way of revealing product details via video

• Link to official website

THANK YOU !

@CuriosityChina @CuriosityChina奇智睿思@CuriosityChina