WeChat's digital strategy to become a functional and entertaining mobile app.

2. WeChat
WeChat is a mobile-based mass
communications channel that
combined different features such
as, text messaging, voice
messaging, and social networking
service together.

3. Target Audience
Young professionals using
cell phone frequently.
86.2%
of WeChat users are between
the age of eighteen and thirty-
six.
Under
18y
2.0%
18-25y
45.7%
26-35y
41.0%
36-50y
9.6% 51-60y
1.4%
Over
60y
0.3%

4. Big Idea
Building a mobile based social media app that
could change the current communication ways
Supporting video chat and text message
Social and entertaining all in one

5. Search Engine Marketing
Focus on keywords
such as "Social Media”
“Young” “Fashion” and
“Moments Share”
Give an image what
WeChat will be when they
find on Internet by
searching those
keywords.

6. Social Media
Make win-win situation by working with other
social media
Twitter
Advertising WeChat through Twitter
Connect the users’ Twitter and WeChat account
together, looking for Twitter’s followers’ WeChat
account.

7. Mobile
Advertise WeChat
through mobile
Corporate with mobile
games
Building a complete
functional mobile
website

8. Key Performance
Indicator
If the downloading increase
 identify if they are from
new users, and sending
survey asking how they hear
about WeChat
If the downloading decrease
 the strategy is not working
for WeChat

9. $5 Million  1st half year testing
SEO
50%
Mobile
Ads/Websit
e
40%
Corporate
with Twitter
10%

10. Tools and Tactics
Social Media
Websites
SEO
Mobile App designer
develop app and
website