WeChat Social Media Campaigns

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WeChat is a peer-to-peer communication and texting platform. It is primarily used for messaging but has evolved into a popular social media network. WeChat has its own built-in shopping and payment capabilities, which makes it interesting to marketers particularly due to the rise in popularity of social commerce. On WeChat users can order and pay for products and services directly from the app.

WeChat has more than 1.2 billion active users each month who spend an average of one hour on the platform every day and send 3.5 billion messages daily. Nearly all of WeChat’s users are in China. However, it also has 19 million users in the US.

The platform offers good opportunities for lack data granular targeting, direct messaging, and the creation of mini-programs. It also allows brands to advertise using a range of media formats.

3. WeChat Campaign - Skittles
13 of the Best Social Media & Messaging App Campaigns
Candy brand Skittles used gaming to run an effective WeChat campaign in China. They created a mobile game for Chinese New Year based on the ‘hongbao’ tradition of gifting red envelopes. The campaign included ’The Most Frustrating Red Packet’ feature once a day for just five days which required 50,000 taps to open the envelope – compared with other games that require just one tap. The first user to reach 50,000 taps was awarded ¥49,999 (ca. $7,750), after buying a QR code on a hongbao-themed pack of Skittles to enter the competition.

This unique take on a common game format attracted a lot of attention and encouraged users to discuss the campaign with friends. It was also paired with an influencer campaign on social media and a funny TVC campaign to create some buzz across platforms.