Date
28 May 2017
Starbucks’ WeChat campaign for its Refreshers fruit juice drinks is said to have drawn hundreds of thousands of new fans  Photo: internet
Starbucks’ WeChat campaign for its Refreshers fruit juice drinks is said to have drawn hundreds of thousands of new fans Photo: internet

Why WeChat is becoming a popular digital marketing tool

Lots of Hong Kong companies are mainly using Facebook and Instagram for social media marketing. But if Chinese customers are also your major target audience, WeChat is another platform you cannot afford to miss.

WeChat has recently become the primary marketing channel for a new generation of travel agencies, Hong Kong Trade Development Council said in a report.

Typically, such travel agencies first post detailed itineraries and related sightseeing information on their WeChat public accounts. After reading the post, interested followers can immediately do the booking via the smartphone.

Sanfo-outdoor, Shuilu and Tianxing Outdoors are some of the agents actively using WeChat to promote their tours.

Tencent boasted close to 550 million monthly active users of its mobile text and voice messaging communication service in the first quarter.

WeChat’s convenience, deep reach, integration with the Weixin payment system and relatively low cost make it a handy way to reach potential customers and conduct business.

By subscribing to the kind of information one wants to receive, users will get regular updates and offers through WeChat.

Using both text and photos, travel agents can easily highlight the alluring aspects of travel destinations, HKTDC added.

Brands of a wide range of consumer products have also been quick to seize the marketing opportunities offered by the hugely popular app. Starbucks, Pacific Coffee and Coach, among others, have used WeChat to reach out to customers.

Starbucks created a WeChat campaign that asks fans about their mood. Customers respond with an emoticon, and Starbucks replies with a matching song.

Coach sponsored a promo offering winners a poster autographed by singer and actor Wang Leehom.

In addition to basic functions like disseminating information or offering coupons and prizes to customers, some companies are even creating role-playing, game-like campaigns to draw customer attention.

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CG

EJ Insight writer

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