Five awesome WeChat interactive marketing success cases, have you tried them all?
| On January 21, 2015, the fourth birthday of WeChat, a WeChat account named “WeChat Team” appeared in our circle of friends, with a very BIG slogan “Advertising is also a part of life”, officially announcing the arrival of the era of “WeChat Marketing”. Official data show that as of December 2014, the number of registered WeChat users worldwide has exceeded 1.12 billion, of which 440 million are monthly active users; and the number of registered corporate public accounts has also exceeded 8 million, making it China's largest instant messaging application tool. At the same time, the data also shows that among all the functional service modules of WeChat, Moments ranks first. 76.4% of users use Moments to check friends’ updates or share them. In other words, Moments has become an important platform for us to receive information and share emotions. Although you are so willful that you have only received push notifications from BMW and Coca-Cola in the past few days, the WeChat marketing "duel" had actually been quietly launched in the circle of friends as early as 2014. Among them, HTML5 (H5 for short) page games were the most popular. With the excellent genes of no need to download and instant use, H5 easily defeated the once-powerful APP party and became a hot new star. Today we have specifically reviewed the top five successful WeChat marketing cases of last year. Let’s see if the games that once dominated your circle of friends are on the list? ! 1. Coca-Cola – We Care Some time ago, Coca-Cola’s “We Care” swept the circle of friends. Its true identity is a “Sustainable Development Report” that shoulders the heavy responsibility of corporate CSR. Although the content strives to be vivid, it still cannot hide its weight. In order to be more down-to-earth in the social era, Coca-Cola tried to use H5 to "slim down and beautify" the report: some core data in the report was selected, and fifteen pages of pictures were used to intuitively show Coca-Cola's efforts, turning it into a form that adapts to the characteristics of network communication, especially mobile viewing and sharing needs. Marketing inspiration: The combination of multimedia such as pictures, text, video and audio is another major advantage of H5. When this vivid form meets some serious content, an unexpected chemical reaction often occurs. 2. Victoria’s Secret The lingerie brand Victoria's Secret has taken the features of touch-screen phones to the extreme! In order to warm up for the Chinese Valentine's Day, Victoria's Secret launched a cool light application in early July: the homepage is a fogged photo, and users only need to rub the screen with their fingers to see a sexy girl emerge. Continuing to browse will see the brand introduction and finally reach the underwear purchase page. This interactive experience was later imitated by many brands. From soap bubbles to glass beads, from touch screens to gravity sensors, technology is always the best weapon. Marketing inspiration: Interactive experience is a new and exciting thing for users. "Technology changes marketing", this is the truth. 3. Burberry – Journey from London to Shanghai What is the most popular talent in the 21st century? All-rounder! Burberry is well aware of this, so some clues can be seen in the "Journey from London to Shanghai". To enter this H5 that exudes a strong literary and artistic atmosphere, the first step is to "shake" it; the second step is to click on the screen to enter the oil painting-like London morning; the third step is to rub the screen to dissipate the morning mist; the fourth step is to click on the "river surface" to create ripples on the river water; finally, click on the white dot on the screen to reach the final destination, Shanghai. All in all, Burberry has used all the interactive methods you can think of. Marketing inspiration: The advancement of technology has satisfied the diversified interactions and linkages of mobile marketing to the greatest extent. It is time for technology geeks to have their day! 4. Tianchuang Fashion——Dear friends, love it! The above introductions all focus on technology, but the WeChat marketing that can really penetrate people’s hearts should be carried out continuously by stimulating people’s emotional factors, such as the “Dear ones, love it!” launched by Topscore Fashion in 2014. As the industry's first H5 interactive game with a charitable donation function, "Dear, Love It" encourages users to upload their own voices or choose celebrity voices to customize exclusive voice cards, calling on the public to express love to their relatives and friends in a timely manner. As long as the user successfully shares, the brand will donate a certain amount of money on behalf of the user as a public welfare fund. At the same time, users can also obtain cash coupons for consumption in stores, as well as various reward mechanisms such as products. It breaks the conventional visual interaction of H5, creates the first customized "voice love card", and invites popular stars to participate in it, creating a dual effect of vision and emotion. The incentive for online products also guides users to make in-store purchases. Overall, it achieves both emotional transmission and the purpose of diverting corporate sales O2O, successfully driving the sales of physical stores, and is enough to become an annual model for WeChat marketing in the fashion category. Marketing revelation: In the era of marketing 3.0, the marketing will move from being product-oriented and satisfaction-oriented to being value-oriented. Only mobile marketing that can resonate with consumers’ emotions will be successful marketing. 5. AUBY Baby Toys – Chicken Smashing Golden Eggs No matter whether it is a black cat or a white cat, a cat that catches mice is a good cat; no matter whether it is technology or emotion, a good communication is one that attracts consumers! This "Golden Egg Smashing" game, which has an interesting interface and simple interactions, returns brand communication to the basics, directly and softly implanting products into it, thereby gaining more exposure points. After the user enters the event page, he clicks on the golden egg lottery. Once he wins, he can receive a cash coupon and then jump to the WeChat store to purchase it. Users who did not win the prize can get another chance to win the prize by sharing it on their Moments or with their friends according to the instructions. Through fun game interactions and product-driven benefits, users can have a fun experience while also receiving prize benefits. For companies, this not only achieves brand promotion but also attracts fans. For a newly launched corporate WeChat account, this is an effective way to learn from. Marketing inspiration: Don’t think too much about consumers! The simplest user experience can sometimes bring the most direct and successful communication effect. At present, the total number of WeChat public accounts is 8.53 million, and it is growing at a rate of 25,000 per day. It is obvious that the WeChat marketing craze is in full swing, and more and more brands will increase their investment in WeChat marketing. It is worth reminding that WeChat is the mainstream representative of the mobile Internet era, and its information transmission and media functions cannot be ignored. Brands should treat WeChat marketing rationally, focusing on content creativity, accumulation of the first batch of users, and maintenance of stickiness. You know, WeChat operation is a competition of information content, and the creativity of the expression form determines the user's right to choose. In this fragmented society, how to use the latest technology to create a marketing method that is both topical and emotional is a question that brands need to think deeply about. |
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