It took Twitter 1400 days and Facebook 1600 daysto reach the 100M milestone. For WeChat, it took 433 days.
International Platform– Hong Kong– Taiwan– Thailand– Malaysia– Singapore– Indonesia– India– US– Saudi Arabia– South AfricaWeChatapp.com• Supports 18 languages and phone number registration in over 220 countries• Reached No.1 in Social Networking on iOS in 41 countries• No.1 free social app on iOS in Hong Kong for a year• No.3 overall in Google Play in Hong Kong
Brands on WeChatMalls Fashion & Beauty Food & BeverageLuxuryEntertainmentMediaWeChatapp.comOthersArtistes
PromotionCommerceCustomerServiceContentInteractionWhat Brands can do on WeChat?
Add WeChat “mcdonaldshk” official account toget a free upgrade of extra value mealCase Study: McDonalds X WeChat
WeChat 接財神• received over 130K messages within anhour• gave out 188 財神 figure (prize) in 30minutesCase Study – WeChat 香港站
WeChat CNY Emoticon• over 130K unique users engaged• just spent 6 hours to reach 1 milliondownloadsCase Study – WeChat 香港站
HKAMF ticket game• received over 500K messages• reached 300 messages per second• all tickets gone in 30 secondsCase Study – WeChat 香港站
Case Study – China Southern Airline• Use WeChat to check-in, select seats and receive boarding pass (QR Code)• Bind membership account with WeChat account• Connect to existing mobile site platform to enable procedures• Whole process completed within WeChat Official Account
Case Study – China Southern AirlineResults after launching for 5 days• Over 2500 successful check in and boarding pass collection, average 500 per day• Attracted 50000 fans, received around 52000 messages• Widespread coverage in media and weibo
Case Study – Chang BeerOnline CampaignsEvents/ Press Con.MerchandiseRoadshowsCo-sponsored EventsJP with RetailShops/RestaurantsEmoticonsTVC
Case Study – Chang BeerInteraction with WeChang Account• Download emoticons• Order delivery of drinking water through
• Focus on Interaction, not Broadcasting• Personify your brand with auto reply and keyword match• Content strategy – Quality, not Quantity• Combine Service and Marketing• Focus on Reaction and Conversion, not Fan Count andRetweets• Leverage Offline Presence and QR CodeBest Practices of WeChat Marketing
Digital Media ComparisonExisting Digital Media LimitationFacebook Fan Page Overcrowded timelineNewsfeeds only reach 16% of fans100% instant reachFacebook App Requires installationCannot extend to mobileVirality cut down by FB policiesInstant participation100% mobileOpen API for innovative andviral campaignsWeibo Wall-feed one way threadReposts/comments decliningInteractive message with highreach to target audienceeDM Low successful deliveryWeak interactionInteraction drivenBanner ads Eyeballs onlyLow CTR and conversionHigh CTR and conversionDouble-digit rate achievableSMS CostlyText-basedFREERich media format