Increased the market share of European food and beverage through the award-winning "Colours by Europe" campaign, while bridging the online to offline experiences through key social channels, mini programmes and KOL engagement.TALK TO US
Amplified brand awareness to drive product demand among Chinese consumers through brand awareness amplifcation and social engagement across multiple social channels.TALK TO US
Seized the Chinese consumer market by promoting e-payment solutions to cross-border merchants, fully leveraging on engaging content amplified on the WeChat platform.TALK TO US
Advanced corporate social responsibility through an integrated digital and social marketing strategy.TALK TO US
Established thought leadership to grow brand influence in China, through a fully integrated social marketing strategy.TALK TO US
There is no way to go but up for China's trillion-dollar economy. To seize this market, businesses can leverage on digital marketing. However, Chinese social media platforms such as WeChat are not simply "China's Facebook". They have a more complex ecosystem, demanding a strategy that is rooted in the values of the global Chinese consumer.
In the past ten years, China's marketing environment has gone through immense change. Along with the digital shift, superapps like WeChat became so intrinsict in China society, that it is now key for brands to build solid customer relationships in the Chinese market.
Tracking the popularity of a brand on social media by analysing information on brand sentiment, campaigns, trends, and even crises.
Setting up and managing your account on social media platforms, including content planning, maintenance of the account, and creative development.
Developing activities aimed at influencing your target audience's behavior and perceptions, such branding awareness activities, KOL marketing, or lead generation campaigns.
Increasing visibility on search engine results pages via organic and paid methods to capture your high-intent audiences.
Creating and implementing clickable ads to reach target audiences across various platforms.
Including WeChat marketing campaigns
Managed, including Weibo, WeChat and Douyin
Covering multiple social platforms such as Zhihu, Weibo, WeChat and Douyin
Across our clients' social channels
Delivered across various social media platforms
We have extensive experience in helping international clients venture into the China market.
As each client's needs are bespoke, we conduct indepth in-market research on your target audience, competitive landscape to inform our strategy.
Because we have created numerous award-winning campaigns for our clients, we understand the world of social and create compelling social content to capture the Chinese audience.
We work closely with clients in tracking success, from setting reasonable KPIs to diligently measuring results.
As an emerging global leader in e-commerce, China is increasingly blurring the lines between online and offline. Consultancy company McKinsey identifies the following consumer decision journeys in China:
As consumers shift towards a more seamless buyer journey across both digital and physical channels, brands will need to define their omnichannel journey and strategise their digital marketing journey accordingly.
While WeChat Official Accounts can only post image, audio and video formats, brands can broadcast live by way of Mini Programs, an H5 page, or a menu link. As of August 2020, WeChat launched a grayscale test for its group live broadcast function, a feature that might soon be rolled-out.
WeChat and Weibo are both effective means of promoting an enterprise in China, but they vary in scale. Weibo is a public platform, which means it drives "public domain traffic." It is suitable for media and spreading news, where there is large number of no-follow users to interact with the brand. Meanwhile, WeChat is a one-to-one social platform, suitable for accurate delivery of information, where more information is transmitted to a group of connections. Weibo tends to spread social information, and the speed of information dissemination is extremely fast. WeChat tends to act as a social network, focusing on maintaining the loyalty of users. Therefore, for enterprise marketing, Weibo is more suitable for brand exposure, maintaining public relations and media relations, while WeChat is suitable for enterprise information push, as well as customer relationship maintenance.
There are two types of WeChat Official Accounts: Subscription Account and Service Account. For B2B enterprises that want to use WeChat for digital marketing and customer acquisition, WeChat Service Account is the best choice.
B2Bs often rely on online/offline seminars, information dissemination, or quality content sharing (such as white paper, solutions, clients cases, etc.), as well as different marketing activities, etc. These involve a very important function of a WeChat Service Account — channel QR code. The Subscription Account does not support the function of channel QR code.
Contact forms are one of the most important ways for B2Bs to drive WeChat marketing leads. Subscription Accounts do not have a complete data management capability. WeChat followers' visits on the web and their further actions (such as submitting forms, page sharing, etc.) cannot be identified and tracked.
Clients of B2B enterprises are marketing personnel, who purchase on behalf of the organisation. Thus, all marketing is committed to meeting their needs, interests and challenges in their professional arena.
Meanwhile, B2C enterprises deal with individual consumers, not professional buyers or marketing personnel. Therefore, B2C digital marketing should target this audience's needs, in in their daily life.
In summary, B2B audiences seek professional knowledge from brands, and, driven by logic and finance, prioritise ROI. This differs from B2C audiences, who are more likely to be emotionally-driven, demanding marketing content that are interesting and relevant to their lives.
WeChat Mini Program is an application that doesn't need to be downloaded and installed on a mobile device, and relies on WeChat's big data. Compared to a regular mobile app, WeChat offers portability as one of its major advantages.
WeChat Mini Programs provide similar services as regular apps, such as hosting online learning classes, product displays, news subscriptions, etc. With the gradual improvement of the live broadcast function into the WeChat Mini Program, enterprises and users alike would undoubtedly be given a deeper brand experience.
While advertisements drive traffic to an enterprise account, brands can leverage on different digital marketing channels to launch personalised QR code, through an official website, blogs, forums, or a Mini Program; or even offline through physical store branding, brochures, posters, outdoor advertising, product packaging, and etc. A consistent and rich social conten strategy is essential to continuously engage with followers and thereby expanding follower base.
It is important to ensure a consistent and engagement content strategy is in place to retain and engage followers. Here are some best practices to ensure follower retention:
Discuss your China digital marketing strategy with us or ask us for more case studies