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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.

Article

This article explores the reading and thinking surrounding the 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

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

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

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

Case Study

This case study shows how Shanghai Pride, the body behind the organisation of pride events in the city, increased awareness of LGBT rights in China.

Article

The article explores how China's millennials are using WeChat and Alipay to fuel a mobile payments boom in the country, and offers practical advice for brands looking to integrate these apps into their China strategy.

Article

The article explores how two of China’s biggest online players, Tencent and Sina, covered the Olympic Games with a focus on mobile content and real-time participation via their WeChat and Weibo platforms.

Case Study

This case study describes how Knorr, a German food and beverage brand, which only targets chefs in China, used social to grow a community of chefs for the Knorr brand and then motivated them to participate in its campaign to generate sales.

Article

This event report details why Chinese chat app WeChat's payment functionality is at the heart of the mobile revolution in China and how the app's big data capabilities can add value to advertisers.

Article

This article explores how Chinese brands – in particular, the messaging app WeChat – are interacting with and making use of artificial intelligence (AI).

Case Study

This case study describes how the washing powder Omo combined heart-warming content with mobile, social media and native advertising activations to engage young progressive Chinese mums.

Article

This report examines Chinese mothers' attitudes towards infant nutrition and demonstrates how brands can communicate with these mothers on social media, based on data from WeChat, the messaging app.

Case Study

This case study details how Zespri, the fruit company, overcame the challenge of making kiwi fruit interesting and fun to kids across China.

Article

This article explains how WeChat, the Chinese instant messaging service, is treading carefully with the introduction of advertising, as its users are commercially sensitive.

Article

This report describes the rapid growth and popularity in China of WeiXin (the group messaging application known internationally as WeChat), which is being driven by a surge in smartphone sales.