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Case Study

Baby nutrition system BabyNes built brand awareness in China with a campaign using online, social media, editorial, in-store and events.

Case Study

Airline Cathay Dragon used an online influencer content campaign to raise awareness of the brand in China among the young traveller sector.

Case Study

Fashion retailer H&M transformed social media platform WeChat into a consumer-profiling tool and turned fans into ecommerce customers in China.

Case Study

Denim brand Levi's used a multimedia approach to inspire a co-creation campaign to connect with millennials in China.

Case Study

Chocolate brand Snickers used social media and gamification to appeal to teenagers in China during exam season and reverse negative growth.

Case Study

Cornetto, the ice-cream brand, increased sales in China with a shareable content-led strategy which helped teenagers confess love.

Case Study

Visa, the payments company, increased payments by Chinese tourists by encouraging them to be more adventurous on their holidays in an interactive mobile video and digital ads.

News

HONG KONG/NEW YORK: Western luxury and fashion brands seeking to extend their reach in China must make their presence felt on Chinese social media platforms if they are to find success, according to a specialist industry insights firm.

Case Study

This case study details how Nike, the sportswear brand, launched NBA superstar Kevin Durant's new shoes, the KD9s, in China by inviting NBA2K (an online video game) players to compete for the chance to represent China against Kevin himself.

Case Study

This campaign explains how Levi's, a fashion brand, engaged with Chinese youths by inspiring them to create their own version of the Levi's 'We Are Original' campaign.

Case Study

This case study details how Elevit, a prenatal multivitamin supplement, introduced 'The First Hello' campaign in China to deliver relevant, tailored ads and branded content to a hard-to-find audience.

News

AMSTERDAM/SAN FRANCISCO: KLM Royal Dutch Airlines has announced that it has become the first airline in the world to sign up to the WhatsApp Business platform.

Article

This article explores the reading and thinking surrounding the Tencent-owned popular Chinese app WeChat, a messaging platform that has succeeded in expanding its capabilities to 'conversational commerce;' while it is a hit in China, consumers in other parts of the world remain concerned about privacy.

News

SHANGHAI/NEW YORK: WeChat and Weibo dominate the social media landscape in China, but for Becky Li, one of the country's top fashion bloggers and key opinion leaders (KOLs), WeChat is more effective because of its trust factor.

Article

This event report outlines strategies that UK brands can adopt when seeking to enter the Chinese market.

Case Study

This case study describes how airline Cathay Dragon used an online influencer content campaign to raise awareness of the brand in China among the young traveller sector.

Article

This article explores how China is emerging as a global leader in mobile marketing with integrated campaigns and mobile-first customer engagement via WeChat.

News

BEIJING/NEW YORK: Coffee chain Starbucks has announced its intention of doubling its store count in China and has also said it is now accepting payment by WeChat.

Article

This event report details why companies should start using chatbots such as Apple's Siri, Amazon's Alexa, Google Assistant or those offered by WeChat.

Research Paper

This paper argues that the influential and widely used Chinese app, WeChat, has created a distinct national digital mindset, specifically representing a unique narrative form that can be leveraged to gain more spontaneous and unmediated responses from Chinese consumers.

Case Study

This case study shows how UPS, a delivery service brand, increased brand affinity within the Chinese market by repositioning itself as the future partner of Chinese manufacturers.

Case Study

This case study shows how The Platinum Guild, a Chinese jewellery brand and provider of wedding rings, cut against category norms by showing how marriages sometimes have problems - and increased sales as a result.

Case Study

The case study describes how OMO, a washing powder brand from Unilever, used a digital campaign to build awareness and brand love, as well as drive sales and position it as a market-leading brand in China.

Case Study

This case study shows how Gillette, a shaving products brand, doubled its sales during China's Singles Day festival by using a virtual-reality mini-movie campaign.

Case Study

This case study describes how United Airlines drove awareness about new direct flights between Xian in China and San Francisco using the Terracotta Warriors.