Wechat Marketing Case Study 2017: Best Practices For Brands

After the 2017 Weibo marketing Case study,  many of you requests case study for Wechat marketing.
Learning from other is always a good idea
So here is a quick rundown of what Wechat marketing strategy companies using in 2017.

Wechat marketing case study 2017 – FASHION

Over 70% of the blogs in China are fashion focused. The most common marketing strategy for fashion brand is to provides practical tips on how to dress using their products, just like fashion bloggers.

Brands as fashion bloggers

H&M, Revolve and Topshop are some of the most hard working brands on Wechat, they post daily with 2 to 4 posts, focus on dressing tips.
Popular contents includes: how to pick the right sandals for this summer; how to follow the fashion trend within your budget; how to dress like a Hollywood star with H&M selections.



Adidas also use a similar Wechat marketing strategy. Providing practical fashion tips with their products is the most common theme. For example: Step by step guide on how to look good in sportswear.


Creating multiple accounts to fit different interested group

Nike segregating users based on their interests, the brand have several Wechat business accounts, targeting followers for each product line: women, runners and basketball player.

In this way, providing followers more specific information. For example, for different categories, Nike present different celebrities.


Wechat marketing case study 2017 – Automobile

Brand as news station

Volks Wagen knows the key to get attention – being present.

For example, followers received time tables during UEFA. And tips about safety driving in the rain during rainy season.


Wechat marketing case study 2017 – Cosmetics


Lancome’s Wechat marketing strategy is to engages followers through giving out freebies. Giveaway is nothing new, but people are crazy about it in China.

In one campaign, followers leave their names and phone numbers in order to win a surprise gift. In another one, followers are encouraged to leave comment about their Lancome experience, and most popular comments win a facial cream.

Both of these campaigns got very high engagement. As a matter of fact, Lancome includes some kind of giveaways in exchange of comments and shares.

However, this kind of campaign might be breaking Tencent’s terms of use. Tencent has strickt regulation when it comes to giveaway campaigns, brands that cross the line will be punishedwith a temporary block.



Wechat marketing case study 2017 – Payment

Creating viral content

Alipay, the major competitor of WeChat payment, is having it’s time on WeChat.

Alipay’s success on Wechat marketing seems effortless: no formatting, no eyes catching pictures, just one single sentence that makes you laugh.

For example, on the night before a working Sunday (people have to work on Sunday due to the holiday schedule of Dragon Boat Festival), Alipay post a one-sentence article to remind users to setup their alarm clock, as they needs to go to work the next day.

This post got 100,000 views within first hour, and the comment to tease about the article got more than 3k likes.


Alipay also use trendy emojis and memes to create native content, this playful social media image is appealing and welcomed by bigger audiences.


What Wechat marketing strategy is best for you? 

Before deciding on the strategy, think about what kind of brand image you want to communicates?

Do you want to be the brand whos know for being funny, or the ones that do giveaways on a weekly basis.

Depends on the products and industry, there is no one answer that fits all, however no matter what you do, keep it consistent for long term growth.

If you have more questions, please feel free to ask me via Twitter , or go to consulting page to drop me a message


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