Digital is a must for any company wishing to develop its reputation and brand image in China. The digital integration of the Chinese has thus allowed the emergence of new forms of promotion for brands in the Middle Empire, as via digital platforms. WeChat , for example, China’s largest social network accounts for more than 900 million users. An opportunity for brands to make themselves visible through this platform. In this article, we will introduce you to brands that have successfully implemented their digital communication strategy on the platform …
WECHAT HAS CREATED ITS OWN ECOSYSTEM
WeChat, created in 2011 by the company Tencent, is above all a mobile application of free instant messenger with several functionalities. This makes it a social network completely integrated with the Chinese environment since the application accompanies its user in his daily life.
It is also called “The WeChat Times” because it is very often used as a source of information in China.
WeChat is more than just an application, it is an entire ecosystem with significant growth and sales potential for any company wishing to expand its business in China, as did 5 brands.
5 SUCCESSFUL MARKETING CAMPAIGNS ON WECHAT
Givenchy has offered the services of one of the most important influencers in the country or Key Opinion Leader (KOL) to promote a limited edition of handbag. This is, Tao Liang known as Mr. Bags. With its large audience (1.2 million followers on WeChat), the brand was able to reach a relevant, fashion-oriented community.
This association between the brand and the KOL was intended to publish a post on the WeChat account of Tao Liang and thus promote 80 limited edition handbags sold 15,000 RMB the bag.
Through this campaign, Givenchy has taken advantage of the codes of digital and luxury to offer its consumers an offer adapted to their consumption habits. Indeed, luxury brings an image of prestige and exclusivity that can be found in the promotion of a limited edition. And the use of WeChat as a means of promotion is a relevant strategy by the company given the digital trend of our company.
Another highlight of the campaign, the company launched the marketing of these bags a few days before Valentine’s Day. We know that Chinese people attach great importance to gifts at important events. A choice of launch date so wise for the brand and a successful bet since in only 12 minutes, it manages to sell the whole of its collection. This positive buzz has also allowed it to strengthen the consumer’s sense of belonging to the brand and increase its reputation.
Montblanc has again bet on WeChat to promote its collection of style. In the past, it had used the platform for the promotion of its Moon phase as a means of communication and had met with great success.
This time, the marketing campaign was divided into two parts:
The first was to make known the history of the brand, a strategy often used in the luxury sector. The storytelling, as it is called, allows to retrace and make known the know-how, the history and the products of the mark thanks to several techniques.
For his campaign, Montblanc went through a famous personality, who is none other than Hugh Jackman to tell his story brand.
By connecting to the app, users could see a letter written in Chinese “Art can not change the world, but it can change the way people think – and people can change the world.”
The second part of the campaign focused on the ability to engage the consumer in the brand experience. The user had the opportunity to personalize his Montblanc pen by choosing a color and then selecting the color to share the result on WeChat.
Pepsi has chosen the Chinese New Year for her promotion. This one was based on a page and an H5 game. One allowed to send fireworks to wish the New Year to his entourage and the other, to play a small game symbolized by a cock, Chinese sign associated in this year 2017.
The creativity and simplicity of the campaign allowed users to share it easily during this event. And since the Chinese are big consumers of video games especially on mobile, the fact of having created a mini-game for Internet users was a relevant idea of the brand.
4. DAMAC PROPERTIES
Damac Properties, established in 2002, is a real estate development company positioned on the Middle East and Dubai. It is committed to offering its clients unique living concepts and dream homes.
His campaign focused mainly on the presentation of the company. DAMAC has therefore proposed a welcome page of its account on WeChat, taking up the codes of the mark. She has also produced content, elegant H5 pages, to inform her clients.
The results for the company were very promising:
Average views 1200+ and 80+ «Like»
- 3,000 followers in the first 6 months;
- prospecting a large number of new investors;
- High conversion.
5. TWIST & DRINK
Twist & Drink is a children’s drink brand, created in Austria in 1973. It offers drinks made from natural spring water from the mountains, including a wide range of fruity tastes. As for packaging, its bottles are distinguished by their bright colors and their original design.
Before entering the Chinese market, Twist & Drink had no reputation and reputation in the country. The brand is therefore part of 0 to build its strategy of implantation, but gradually achieved the desired success. How?
She has positioned herself on social networks like WeChat to promote her products. She created a lively and colorful world in reference to her products, where the bottles became mascots that addressed directly to the mothers of families in China. Each bottle had its own characteristic and personality, enabling the children to recognize themselves in one of the mascots and thus to interact directly with the final consumer, the child, and its prescribers and parents.
Regarding its marketing campaign, the brand initially launched a game on WeChat. The game was based on the different characters where the users would compete to collect the most points in the Twist & Drink Arena.
In the application also, prescribers ie parents could access the online store of the brand to directly buy the products. A contest had also been launched, allowing consumers to win prizes if the bottle stopper was winning.