Most of the top luxury brands have embraced the power of WeChat for managing their business. As the importance of this application goes beyond than just a messaging tool, premium brands are pushing various campaigns for fulfilling their marketing ambitions. Below we have put together some of the case studies related to WeChat Marketing that how they are tapping this platform for engaging with a large audience in China and converting their online presence into profits.
Online to Offline (O2O) – Aspiring to make the connectivity between offline and online, an international skincare brand launched a campaign for WeChat marketing where the online customers are invited for experiencing an ideal Pitera treatment in of their physical stores. The treatment is having a free skin check-up and helping the customers in designing a skincare plan by choosing the products, which suits best depending upon their skin types. The brand also set up a boutique on WeChat where they can access the discount coupons and get the money redeemed while visiting a traditional store. The post on WeChat that is promoting this campaign has more than one lakh views thereby outperforming other posts in the same period with some high-profile celebrities opting to be a part of this international brand.
Customer Relationship Management – The leading lifestyle and accessory brand of America is launching a campaign to encourage the WeChat followers for inviting new joining so that they can join the brand on WeChat. According to the rules displayed on the company’s WeChat page, every participant can able to generate a barcode from the page and can share with their friends who have not yet followed the page. The participants will be getting 20 points if they are successful in convincing one person to follow the account. In addition to that, as long as the friends of the participants are extracting the barcodes, the participant will be getting extra five points for every new follower. The total points that the participant earn during the campaign can be redeemed for a cash coupon of 400 RMB for buying the brand’s signature items like handbags, cross body bags, and others. It is increasingly becoming difficult for the premium brands to increase their audience base through WeChat Marketing, so this lifestyle and accessory brand are playing smartly by making the event a fun one. They influence the existing customers by incentivizing them to attract new customers through the social platform for supporting a brand they love.
Key Opinion Leaders (KOLs) – Riding on the success of the recently concluded jewelry and Watch Show in New York and the presence of a Chinese celebrity at the show with one of the top watch brand, the brand decided to start a campaign for the first time known as “Look now and Buy it Immediately” on WeChat. For WeChat marketing, the official page published a post on the social media platform documenting the full details about the interaction between the celebrity and the CEO of the brand held in New York. The post described where the celebrity wore a limited edition watch and telling the functions of the watch that will suit every customer. The readers can access the brand’s WeChat store and pre-order the watch.
Philanthropy – A French luxury apparel brand after its global launch in Italy has launched a WeChat marketing campaign #makingapromise in collaboration with a top government-run agency where the company will donate 250 dollars for each apparel item it sells to the agency thereby supporting the expenses for the abandoned kids. The post on the WeChat that is promoting this campaign also features several celebrities from China who are genuinely supporting this noble initiative and are calling to the public for support. Those who are interested can order any one of the special-edition items from online, but they need to visit any store across the country to pick the item.