Want to know more about WeChat? This exciting new platform is allowing marketers to reach their audiences with even more precision and interest.

1. Up
da
t
ed

2. Mastering
WeChat
What is WeChat? WeChat is an innovative mobile chat application that supports the
sending of voice messages, videos, pictures and text messages to your digital contacts. Launched in January 2011, WeChat has been climbing the ranks of mobile
applications and supports a multi-person (group) communication application. People can use this free app to contact their friends in an easy and timely fashion.
Who Uses WeChat? According to the official data published by the WeChat team,
by September 2013 WeChat already had over 350 million registered users (most of
which come from other Tencent platforms in China, or Sina Weibo.). Approximately
50% are between the ages of 25-30, most of which are whitecollar. Many of Sina Weibo’s users are now using their WeChat accounts
regularly.
On November 25 2012, Apple Inc.’s iOS ranked WeChat the most popular
social networking application in six countries (measured by downloads):
Taiwan, Hong Kong, Vietnam, Argentina, Thailand and Brunei (App Annie), and
it measured top ten in 43 different markets
The WeChat Public Platform: WeChat public platform is a new function added to the original fundamental platform. Via this platform, users can create
their own public account using a QQ number. This account gives the user an
integral communication platform, allowing them to interact with groups of
friends through words, pictures and
voice messages.
By September 2013
350 million registered users.
01
Digital Jungle E-Book

3. WeChat boasts 350 million registered users and a 77% active user base. According to
TechInAsia Wechat has 271.9 million monthly active users.
02
http://www.digitaljungle.com.cn/

4. Mobile Advertising
Why WeChat?
Why WeChat?
The Authenticity of Users: WeChat requires a telephone number in order to sign up for a personal
account. This makes WeChat the strictest social media platform in China,
ensuring there are less ‘fake’ accounts.
The Controllability of Users: WeChat official accounts can directly reach their target audience. In
addition, ‘fans’ can be segmented due to their provided demographic
information.
Emerging Markets; As discussed, WeChat is an immensely popular tool within the Chinese
market. However Tencent has already signalled their intent to break into other markets.
03
Digital Jungle E-Book

5. Number of Users
!
71%
29%
INFORMATION...
Total number of users is now over
350 million, with 29% or 100 million
users outside of China. 71% of users
are mainland Chinese.
Caution
Female
37%
Male
67%
INFORMATION...
Remeber that every message you send will end up
in the hands of potential
consumers. They have
trusted you with their information, don’t abuse it.
04
http://www.digitaljungle.com.cn/

6. Bra
nd
Cam
paig
n
Drif Tool
t Bo 1:
ttle
Ca
mp
The
aig
n
ma
in p
*Th
urp
row
ose
AB
Use
s of
ottl
the rs c
drif
e:
a con th an ch
t bo
nve row oos
ttle
rsa the e to
s:
*Pi
tion ‘bo pu
ck U
can ttle blis
pA
Pi
be into h a v
B
bock up
dev the oic
ttle ‘bo ottle:
elo sea e m
. Ea ttle
ped ’. I ess
Tip
ch s f
. f the age
use rom
ma : Usi
kin ng
r ha th
bot or t
g yo voi
tle ext
s 2 e se
c
0 o a’ a
is p in a
ur m e m
ppo nd
icke ‘bo
ess
ess
rtun beg
d u ttle
age ages
p b ’. U
itie in a
s m can
y an ser
s to con
ore in
cre
oth s can
pic ver
viv
er u
k u sati
id. ase
p b on
you
ser,
ottl wit
r co
es’ h th
nve
per e o
rsa
da wne
tion
r of
con y.
the
ver
sio
n ra
te b
y
“Th
row
AB
ottle
Pick
05
Digital Jungle E-Book
Up
AB
ottle
.”

7. ank
sB
inachant
Ch r
Me
n
aig
amp
C
ank
B
e
g th s
usin hantct
n
c
paig Mer stin
cam hina ery di ssage.
a
C a v me
hed hat.
unc WeCea with
ive
k la f
ece ic
Banction o the s
ey rautisttle
th to
ants un into
lies
bot
erch ttle’ f ttles
repourses drift ge andt
a M a Bo st bo
00 g c the ssa n ac
n
5
Chihrow ld ca
very inin sing me the y”.
‘T wou
or enal tra ers uee this ouldl charit
f
k
that ssio at us n s nk w mal
Ban
ank
ates profeWeCh ld thents Ba tes, s
st te a.
he bngst .
o
u
a
e
rt
sag na in
s co erch tle n
n fo amo nity
meswill dond Ch ctionina M ity “lit
paigtation mmu
m
Thehey arou ke fun y. Ch char
l ca epu e co
t ren ha ngl rty
ssfurand r hines
ld /or s ordi d pa
ce
chiand acc 3r
suc nd b the C
actough a
very ure a
e a os
nd
thr
ss a
to b xp
cce anies. .
ed brand e
v
su mp
pro f
eat
gns
Thiserms o
a gr ther coampairaise
t
as r o
c
w
in
ilar ed to unt.
ign e fo
mpaxampl ruct simbe us r disco new
ca
Thegood e consts could arity o ring inber of
h
.
b
is a s couldbottlet any c could y numiences
ie wing bou unts se an aud
a
pan o
u
o
et
Com Thr renessnt disc could h targ
a ere any reac
aw diff mp
s to
ringss. A co idea
ffe ne
e
O si
tiv
crea
bu
aM
Chin
ts
an
erch
s
Idea
rC
fo
la
simi
r
ns
ig
mpa
a
06
http://www.digitaljungle.com.cn/

8. Campaign Tool 2: Find Nearby People
Shake! Shake!
W
eChat has included a LBS (Location Based Service) function, which allows merchants to find users nearby, and vice
versa. Under the tab “Friends” there is an extension “Finding the
people nearby”. They can then target offers specifically to users;
sending them promotional offers and subjecting them to advertisements according to the different demographic information
they receive (basic info and signature). Advertising merchants
can benefit from using the signature as a free ad location to
promote their brand.
Tip: Marketing staff can run a WeChat campaign in crowded
places to appeal to a mass audience easily. This can be an excellent platform for advertising.
07
Digital Jungle E-Book

9. Campaign Tool 3: Scan The
QR Code
In WeChat, users can add friends and
follow enterprise accounts via
scanning QR codes. Enterprises can
easily build their unique QR codes and
place them in strategic locations to
draw attention from their desired
demographic (See the Nike best practice example below).
MORE INFO HERE
The Importance of Mobile Advertising in
China
Tapping into WeChat Marketing
WeChat Marketing Service
Do You Do Social Media Management?
Merchants can attract users through
‘discount information’ and other
promotional activities; developing
their one-on-one campaign model,
thus the one-to-one relationship has
begun.
Tips: Don’t forget to put the brand logo
in the QR code. This can help improve
brand exposure.
ngle
gital Ju hat
Di
C
on We
08
http://www.digitaljungle.com.cn/

10. Nike Sports-On-The-Go
Campaign
On August 24, 2012 sports giant Nike
launched their “sports brand subscription
platform” with a “Nike sports-on-the-go”
concept in China, i.e. WeChat users
can opt-in to receive Nike related
updates and receive daily news
from the organization.
Go
he be Bryan2t0
nT
rts O
Ko
r
cola d
ite- ts branhe
h
et w por
n-t
targed a ‘s orts-o ollow
t to lop a sp to f ikea
eCh eve ith
opt d N e
ed W hey dform’ w rs can ews an es wer d
us s. T lat
e
t
e
Nikear old on p ere us daily ns upda cover on.
ye cripti pt, wh ceive new ticles mint
r
d
s
e
sub conce and retes. Th . The all to ba
go rand upda Nike etba
b
d
k
the relatedorts an m bas
sp ing fro
ut
aboveryth
e
Spo
Nike
Sports-On-The-Go
Nike Sports-On-The-Go
Campaign
What Did Nike Do?
Why Did Nike Use The
WeChat?
09
Digital Jungle E-Book
What Did Nike Do?
•Online and outdoor
marketing campaign,
utilized QR codes
featured
in noticeable public
locations e.g. posters,
retail flyers, taxis etc…
Why Did Nike Use The
Platform?
•Rise of WeChat in popularity
•Emergence of Mobile and
Smartphones as a key medium to
reach consumers. In China the growth of
Smartphone popularity has seen
mobile internet usage overtake that of fixed
line internet!
•Improve Nike’s one-on-one customer
relationships
•Build up their CRM system
•Exploit the opportunities of the youthful
demographic

11. Content Campaign
WeChat
Creativity Execution
C
C
ampaign Tool 1 - Open Platform: WeChat developers have also created an application which
allows you to share content that you like from around the web with your friends.
ampaign Tool 2 - Voice Messages: Voice messages are a fresh way to pass your content’s
message to consumers, it gives brands an opportunity to be creative. Ordinary accounts
can send words, pictures, and voice messages, while a verified account can also send topic
messages. Inbound marketing activities with real time applications are becoming increasingly
important for brands wishing to connect with their target markets. Brands must utilize this in
the campaigns.
agease
ess g
ss
ce M oice aMendiveiduaalt.
Voi g V n i Ch
Usin icture ofng onoW se andr
gi
t u ove
p ssa asy
t
e
is a
sen rity
ere oice m mely e to be opula ver
H v
go .
g
xtre ges he p
usinpp is e messaorks. T as risin years
r
h
a
ew
w
The lows fo G net saging past f
al fi or 3 mes
he
t
wi- f voice
o
10
http://www.digitaljungle.com.cn/

12. GETTING INTO WECHAT MARKETING
TOP 10 TIPS
T1
op 10 tips:
Define the role of WeChat
Define your content strategy
Define your target audience
Promote your WeChat QR code
Send out messages in a bottle
Up date your content often
Be perosonal and funny
Use voice messages
Use LBS functions
Shake! Shake! Shake!
23
45
67
89
10
11
Digital Jungle E-Book

13. Digital Jungle
We are China’s largest independent
content focused, digital marketing agency,
boasting 120+ staff in China and around
the region. Our primary focus is to work
with Western organizations to deepen
their relationships between their brand
and Chinese consumers; through quality
content and strategic thinking, to drive
consumer action, and to deliver value and
measurable results for our clients.
Content is a currency in today’s landscape
for any brand or business. Therefore,
we’re centered on creating and curating
content experiences that drive deep consumer engagement across all platforms.
We develop content strategies that help
brands get discovered, become engaged,
builds advocates, stimulates people down
your sales funnel and assists with your
SEO activities.
MORE INFO HERE
For more information about Digital Jungle and for
help with WeChat marketing please contact us:
•
•
•
•
info@digitaljungle.com.cn
www.digitaljungle.com.cn
www.weibo.com/digitaljungle
www.slideshare.net/digitaljungle
a?
in
each Ch
to R
rted!
et Sta
G
Want
e
Chines
h your t
g wit
nnectin sing WeCha
tart co
S
ce u
audien
12
http://www.digitaljungle.com.cn/