![]() ![]() Then they could share the gift cards with their WeChat contacts.Īs the campaign was launched right before May 20th, China’s online Valentine’s Day (in Chinese, “520” is a homophone for “I love you”), 52,000 lipsticks sold out in one hour. Users first chose the style of the gift card and then the product. They partnered with four celebrities, (one actor and three actresses) Gong Li, Li Yuchun, Jing Boran and Guan Xiaotong, who each represented a limited edition of lipstick. Early in February, WeChat partnered with Starbucks to launch a gift card service for Starbucks users, who can purchase a gift card and send it to their friends on WeChat.ĭuring the Cannes Film Festival this year, L’Oréal also launched a mini program for its special gift cards. Gift cards for special events or festivalsĬhinese customers like sending gifts to their family, friends, and colleagues on special days or festivals. With this database, GAP can nurture long-term relationships with these people and enhance their brand loyalty. Encouraging users to collect membership cards helped them build a large customer database. GAP successfully converted potential online buyers into offline customers within the WeChat ecosystem – users finished the whole purchasing process from voucher collection to final checkout (using WeChat Pay) within WeChat. The ROI of the campaign exceeded 200 percent. ![]() The campaign was a huge success as 60 percent of WeChat users who had seen the ad actually collected the voucher, and 26 percent of those who had collected the voucher actually purchased in offline stores. In February, GAP launched a Moments ad which users could click to collect a voucher worth 20.17 to 2017 RMB as well as a membership card for use in brick-and-mortar stores. ![]() Fashion brand GAP shows us a great example of using Moments ads and vouchers in its sales campaign early this year. This helps brands achieve better marketing results thanks to more accurate user targeting. Moments ads + Coupon distributionĬoupons and vouchers are influential purchase incentives and WeChat’s Moments ad has an option for brands to distribute coupons and vouchers. Becky Li launched a sales campaign on her WeChat store to promote her co-branded 2018 Fantasy Notebook. ![]()
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