International brands now seize opportunities to sell to China’s retail market, as embracing Chinese traditional festivals in their marketing calendar boosts brand relevance, engagement, and sales.Ĭhinese New Year, also referred to as the Lunar New Year, is the biggest and most important holiday in the Chinese calendar, and upscale brands have flocked to celebrate the Year of the Tiger through tiger-themed collections. Increase engagement with limited festival campaigns WeChat Moments ads help brands to amplify the sample marketing campaign and efficiently pull in new customers. Newly-registered customers can receive a brand BIO-MESO sample package with 2 facial masks and 2 eye masks inside for only RMB 19.90 ($3 US). This way of distributing samples increased the interaction of fans in the community and deepened customers’ brand awareness to a certain extent. Bloomage Biotech develops a built-in community of fans, and its WeChat Moments marketing is designed to share a collection of sample sets from the brands it holds. For instance, homegrown skincare group Bloomage Biotech reckons WeChat Moments ads is its new entrance to draw new customers and turn them into high-potential customers. Landing pages’ content varies greatly depending on the business purpose. This approach helps Gucci Beauty acquire access to customers’ WeChat Moments timelines. Different from redirecting the WeChat audience to Gucci’s mini program store, this high-end beauty brand encourages users to share the video on their personal WeChat Moments feed or send it to friends. Once users click the post, they are directed to the GUCCI Bamboo Handbag landing page of the brand’s WeChat mini program boutique, where they also have the chance to browse the bag in different colors.Įarlier in 2021, Gucci Beauty launched a short video to display the new Rouge de Beauté Brilliant lipstick collection. Gucci debuted on WeChat Moments ads for its new designs of GUCCI Bamboo 1947 Handbag Collection. Among all luxury brands with a WeChat presence, Gucci, Van Cleef & Arpels, and Armani Beauty’s WeChat Moments ads were among the top-rated campaigns in the Q1 2022 rankings. Naturally, the sheer size of its user base already makes WeChat a key battlefield for luxury brands to gain organic traffic. An effective way to appeal to high-potential customersĪ new product launch is one of the most vital steps in brands’ marketing strategies. In this article, we summarize best practices used by leading brands like Gucci, M.A.C, Guerlain, and Sephora to leverage WeChat Moment ads features to differentiate their marketing strategies and achieve specific goals. WeChat is constantly optimizing the ads’ features and functions, which now empower brands to promote stores and products, celebrate new launches, amplify campaigns’ influence (livestreaming, Member Day), attract new customers, etc. According to Tencent, WeChat Moments Ads has a colossal daily active user base of 750 million. Advertisements appear on users' news feeds, where they spend the majority of their time scrolling through their friends' updates - prime social capital for retailers. Now WeChat Moments ads connect international brands with the 1.2 billion monthly active users on this mega-app. As global brands seize opportunities to sell to China, they are focusing on increasingly digital-savvy Chinese customers who turn to the popular social media platform WeChat to follow brands’ activities. Over 70% of brands increased their budgets for online marketing investment in China in 2021, according to a report from CBN Data. It’s not surprising that the world’s largest e-commerce market – China – is also one of the biggest markets for marketing.
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