2. Outline
Background
Introduction about Wechat
Market :Competitors
Competitive Advantage
Campaign
Execution
Result
After Campaign Period
Reflection
3. Registered Users: 1.12 billion
Monthly Active Users: 600 million
Growed by 9.3% in past 5 months
Smartphone penetration of 62%
- Mobile communication service
- Developed by Tencent in 2011
- The largest standalone
messaging app with multiple
functions
What is Wechat?
Wechat
4. Competitors
Source: The Wall Street Journal
-- Globally
900 million active
Users a month
600 million active
Users a month
6. “At every time throughout the day, there is a touch point between Wechat and your life.”
Competitive Advantage
Mobile Lifestyle
Measured by how deeply
the product is engaged in
every aspect of users’
lifestyle.
7. Chinese Market
Source: China Daily Digital
Penetration in social media users Big growth potential in E-Payment
on social media platform
8. Challenge: E-Payment Battle
• Introduce the new function of Wechat Pay in 2014
• Alipay (biggest competitor)
ü Has the biggest market share,83% control of e-payment in China
with 350 million users
The Battle for the decisive force in the Chinese
mobile payments
10. “Shake for Lucky Money” Campaign
Chinese Tradition
Lucky Money: called “Hong bao” (Red Envelope), is the monetary gift
during special occasions especially Spring Festival
Luck
11. “Shake for Lucky Money” Campaign
Celebrate Chinese Spring Festival
• Exclusive Partner: Spring Festival Gala,800 million viewers
• Lucky users shake at certain times during the show received
Digital Hongbao with randomly allocated money or e-coupons.
500 million($75 m)
12. Wechat
• Users in 185 countries participated
• Shook a total of 11 billion times,
with 810 million/minute at peak
time, during the show.
• Worth of lucky money and e-coupons:
￥500 million (roughly $75million).
• Messages go through 143 billion
Alipay
• Reach 240 million times, the
number of participants reached
683 million times
“Shake for Lucky Money” Campaign
Result:Wechat Won in Hongbao War
22:34
13. After campaign period
“Snatch Hongbao Game” goes viral
• In a few days
• Over 40 million virtual Hongbao were sent
• ￥400 million ($64 million) was exchanged
• 200 million bank accounts were linked
• Individual can easily participate
• Uncertainty creates so much Fun
• High Engagement
• Luck at gambling
Random Regular
5 Packs
100 RMB
Greetings
14. Reflection
The right time, right design, right people led to right result
ü Right Time: Take the advantage of holiday spirit CCTV Gala
ü Right Design: People’s Game psychology Digital way of tradition
ü Right people: The widest reach to all age groups and backgrounds
ü Right result:
• Get users’ bank details on file for potential monetization.
• People tend to use WeChat’s payment service in daily life.
• As the preparation for future payment feature launching
