Social Media Case Study: WeChat


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Using the release of the movie Matru Ki Bijlee Ka Mandola, a campaign was launched by a mobile social messaging service - We chat

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Social Media Case Study: WeChat

  2. 2. Objectiveso To create the awareness of WeChat messaging service in India, especially among the youth, which is already hooked to other competitive appso To increase the interaction among existing fans and reach out to a younger audienceo To get new users to download the WeChat application through social media
  3. 3. Strategyo WeChat India is a mobile social messaging communication service that allows users to connect with friends across different platformso The WeChat application is available for different platforms such as Android, iOS, Windows, Symbian, Blackberry etco In a competitive world of Social Messaging Service, most of the young audience is hooked on to online chat applicationso The brand wanted to create a strong presence in the already crowded market of mobile social messaging appso The upcoming movie Matru Ki Bijlee Ka Mandola had a huge youth following which also happens to be the brand TG
  4. 4. Strategyo Using the release of the movie Matru Ki Bijlee Ka Mandola, a campaign was launched by brand WeChato The strategy was to use the movie to connect with the young audience and engage them in a fun contesto The contest was run across Facebook and Twittero The focus of the contest was on receiving the answers from the audience via WeChat only and in the process get participants to also use the WeChat applicationo 4 winners stood a chance to meet the starring celebrities of the movie, Imran Khan and Anushka Sharma
  5. 5. Activities - Facebook The campaign was run on WeChat Facebook page which had close to 380,000 existing fan base. The brand would ask its fans questions related to the movie Matru Ki Bijlee Ka Mandola
  6. 6. Activities - Facebook In order for the participant to be eligible to win, he would have to send the answers only on WeChat IDs. The participant connect with the WeChat account of Matru and Bijlee and send their answers on these IDs only.
  7. 7. Activities - Facebook The participants can add the IDs to their account by using the QR code. The QR Codes were also displayed in Malls across Gurgaon.
  8. 8. Activities - Samples
  9. 9. Activities - TwitterThe Contest was also promoted on Twitter using the The users follow WeChat India twitter handle and re-hashtags #WeChatMagarPyaarSe and #MatruOnWeChat tweet the ones with #MatruOnWeChat to win 20 movie tickets
  10. 10. Winners
  11. 11. Winners
  12. 12. Results o The campaign was run for a week across Facebook and Twitter o The contest post generated lot of buzz through comments and likes Date Facebook Total Total Total Growth Engaged Impressions Users Campaign Jan 3rd 3,77,061 Start 28784 69,627 5638182Campaign End Jan 11th 4,05,845
  13. 13. Results o The hashtag #WeChatMagarPyarSe was used to promote the contest and engage the audience o The hashtags reached generate over a million impressions and reaching out to over 150k followers
  14. 14. Results
  15. 15. Conclusiono The campaign created a huge buzz among the young audience on Facebook and Twittero The Facebook page garnered over 28,000 new fanso The Twitter engagement helped the brand reach out to over 150,000 followers and engage with them
  16. 16. THANK YOU For more information, contact: Sanjay Mehta/Hareesh Tibrewala Joint CEOs @ Social Wavelength Cell: +91-98210-89388 Cell: +91-98200-40918