Examples of mobile phone brands, games, and tourism industries placing advertisements in WeChat Moments!

1. Mobile phone brand

Case study:

WeChat Moments ads are native ads based on the WeChat public account ecosystem, displayed in Moments in a form similar to friends’ original content. Its precise exposure capability has won favor from all walks of life. Major brands have chosen Moments as a platform for new product launches, and advertising in WeChat Moments has become a trend. This time, the mobile phone brand put ads in Moments, with the goal of promoting products, using novel graphic and text formats to attract interaction. The ads were exposed more than 1.36W times, with more than 17,592 new fans and more than 12,937 customers. Below we will introduce a specific case of a mobile phone brand achieving sales results by putting ads in Moments.

Delivery target:

The brand placed WeChat Moments ads during the launch of new products. In order to improve the innovation of advertising, promote interaction between users and advertisements, maximize the presentation of the characteristics of this product series, and gain a better understanding of the various advertising styles of WeChat Moments ads, we ultimately adopted the advertising style of a single picture. This advertisement was very effective, received good exposure, and ultimately achieved good sales results.

Delivery target:

Use multiple pictures to promote new products and maximize product features

The brand hopes to accurately reach its target consumer group by placing WeChat Moments ads, maximize the efficiency of advertising traffic, attract users to click and participate, and gain a deeper understanding of the product features of the mobile phone brand. Multiple pictures show product details in detail, attracting users to click and greatly increasing user engagement.

Delivery plan:

(1) Single-image advertising style, using product details to attract users to click

The outer layer of the advertisement uses a single picture to fully display the design concept and main functions of the brand's new products to users. Click "View Details" to enter the native page of the advertisement. After entering the native page, a smooth, high-definition video clearly displays product details. Swipe down to view a detailed introduction to the product. Swipe down again to reach the "Buy Now" button and click on the link to reach the brand's WeChat boutique for shopping. The overall design of the advertisement is simple and elegant, the product presentation is novel and interesting, and the native page can directly lead to the WeChat boutique store, promoting online and offline purchases and directing traffic to the brand's e-commerce.

(2) The material is light-hearted and lively, which suits the preferences of young users

The theme of this advertising campaign is clear. Through video creativity, it conveys the youthful and energetic brand style to the target audience, thereby increasing attention to the brand. Well-made product videos and lively and interesting outer copywriting, these materials are in line with the aesthetics and preferences of young people, and can better impress young audiences and resonate with them.

2. Gaming Industry

The summer vacation is coming, and it has undoubtedly become an important node for advertising for many game companies. The game company is committed to deepening the impression of the game on the brand by highlighting the grand war scenes, fierce fighting details, and strengthening the visual impact of material motion effects and lighting effects to bring the best gaming experience to players . By placing ads in the Moments of Friends, we achieved precise targeting and integration of brand and effect, with a total exposure of 860,000+ times, 15,000+ times of clicks, and 4,700+ customers. Below we will analyze in detail the case analysis of the gaming industry’s advertising in Moments.

Delivery target :

Promote games and increase game downloads

Native promotional page ads with pictures and texts are placed in WeChat Moments. Interest tags such as mobile games and national wars are used to accurately target young people in a specified area who may love games. Interesting and novel pictures and texts are used to attract them to the inner page interface of the advertisement, and then convert them into long-term fans of the game, bringing sales conversions to the game.

Delivery plan:

(1) Large-size pictures display interface scenes to enhance user interest

For users who love games, the game quality is a factor that players care about more. Based on this insight, the game company used larger-sized images to carry creativity in this campaign. The advertisement directly used copywriting such as "A different Contra, you have definitely never played it" and 4K high-definition video interpretation to display an ultra-large world competition map, giving players a dreamlike gaming experience, increasing user interest, and attracting more user interaction and clicks.

(2) New products are exposed in the WeChat Moments, creating new topics in the industry

The traditional advertising model has limited influence, and the stereotyped advertising style is difficult to attract consumers' attention. The game company chose Moments advertising as the publishing channel to help it achieve maximum coverage and exposure. Moreover, summer is the time when competition among game advertisers is the most intense, so this purely online product launch will undoubtedly be highly topical.

3. Tourism Industry

Nowadays, traveling has become a lifestyle for contemporary citizens. With the popularization of mobile Internet, photos posted by good friends, filming locations of film and television programs, and recommendations from travel websites will all attract tourists to experience them personally. As the media environment changes, tourism brands are also facing many challenges in marketing: user attention is scattered, the cost of integrating media resources is high, and how to achieve wide exposure? How can overseas brands occupy the high ground in users’ minds when entering the Chinese market? How to drive conversions through advertising?

The capabilities of WeChat advertising can help travel brands address these two pain points.

In terms of targeting, WeChat can combine basic targeting, interest targeting and behavioral targeting to help brands reach target groups based on actual marketing demands, such as business people, parent-child groups, people interested in outbound travel, etc.

In terms of ecology, from advertising in Moments and promotion of public accounts, to user accumulation in public accounts and mini-programs, and then to conversions through WeChat payments, WeChat can cover the entire journey of travel users’ decision-making, helping brands to truly influence users and drive conversions.

Below we will analyze in detail the case of advertising in WeChat Moments in the tourism industry.

Delivery target:

Establish a high-end brand image, collect sales leads and convert them efficiently

The brand is promoting its brand in the WeChat Moments this time, hoping to leverage the precise reach of WeChat ads to sell its own travel products while promoting its brand. As a travel brand that pays attention to style, it aims to leave a high-end impression on users in terms of advertising materials. The target audience is more inclined to those who have a certain pursuit of quality of life, thus shaping a high-quality brand image. By cooperating with large-scale promotional activities to tap into the pain points of travel users, it adds social communication power to high-selling marketing appeals such as "overseas travel" and improves conversion effects.

Delivery plan:

(1) Deeply understand the target population and reach potential users in all aspects

The tourism services provided by the tourism industry include outbound travel, domestic travel, group tours, and self-guided tours. The brand makes choices based on the different target audiences of these four tourism services, understands the needs of potential and target customers, hits the user's pain points, reaches potential users in all directions, effectively spreads the brand image, arouses user interest, accurately achieves promotion goals, and obtains advertising results that exceed expectations.

(2) Hitting the nail on the head and using activities to improve communication

The native promotional pages and forms inside the advertisements carry out extensive publicity and promotion for the promotional activity of "40 yuan off for designated consumption of about 400 yuan or more", aiming to use strong discount information to increase the appeal to interested people. At the same time, combined with the actual scenarios of tourism demand and consumption habits, it hits the nail on the head about the needs of interested groups.

The above is a case analysis of advertising in WeChat Moments in three major industries.

Related reading:

1. WeChat Moments advertising creation process and advertising cases!

2. Introduction to WeChat Moments advertising styles and placement strategies

3. Introduction to WeChat public account advertising styles, material specifications and sales methods!

4. WeChat Mini Program advertising formats and material specifications!

5. Mobile QQ advertising style and material standards!

6.What are the advertising styles for QQ Space? Introduction to material specifications and standards