How to use WeChat for brand marketing?WeChat Brand Marketing Successful Case Analysis

Chen WeiliangThe editor of the blog found that WeChat has become a kind ofLifeWay, walking on the streets of large and medium cities in China, countless people are using WeChat.

Tencent's mobile internet product WeChat has more than 2 million users, less than two years after WeChat was established.
Today, WeChat has more than 10 billion users, we can see the momentum of WeChat's development, why not take advantage of itWechat marketingWhat?

With the large increase in the number of users, the commercial value of WeChat has gradually emerged.

On August 2012, 8, the WeChat public platform was launched, allowing it for the first timenew media, brand owners and celebrities conduct account authentication, giving authenticated users more means to push information to fans.

These news have predicted: WeChat will becomeE-commerceAnother major marketing hotspot.

WeChat Brand Marketing Successful Case Analysis

As a result, many brands rushed to the beach, hoping to seize the opportunity, and the agency company also hung up the signboard of WeChat marketing, trying to get a share of the pie.

• So, what are the advantages and disadvantages of WeChat marketing?
• do it with wechatWeb PromotionIs the outlook optimistic?
• What other brands can stand out among them?

How to use WeChat for brand marketing?

We summarize the six WeChat marketing models that are commonly used today, and see how they work?

Mode XNUMX: Love Drift Bottle of China Merchants Bank

During the event, WeChat users picked up a China Merchants Bank drift bottle with the drift bottle function. After replying, China Merchants Bank will provide help to children with autism through the "Small Points, Micro Charity" platform.

The content of drifting bottles is repeated. If more diverse and flexible information can be provided, the number of drifting bottles thrown in a certain period of time will greatly increase, and the frequency of catching by ordinary users will also increase, so that the user's participation will be higher.

Mode XNUMX: Starbucks "Wake Up Naturally"

When the user adds "Starbucks" as a friend and expresses his mood with WeChat emoticons, Starbucks will respond to the user with the music corresponding to the mood in the album "Natural Awakening" according to the mood sent by the user.

Mode XNUMX: Durex chat conversation

The Durex WeChat team has specially set up an 8-person chat group to conduct real conversations with users.Continuing the style on Durex's Weibo, WeChat still "talks about sex and love" with users in a very interesting way.

According to Durex agency, in addition to the chat team, it has also responded to more than 200 messages, and has begun to conduct user semantic analysis and research.

Mode XNUMX: Coastal City opens WeChat membership card

Coastal City, a large shopping mall in Shenzhen, launched the "Open WeChat Membership Card" campaign. WeChat users can get a free Coastal City mobile membership card by scanning the exclusive QR code of Coastal City with WeChat, and enjoy the privileges of many merchants in Coastal City.

Enterprises can set up their own brand QR codes, use discounts and discounts to attract users' attention, and develop O2O marketing models.

Mode XNUMX: Beauty Says Word of Mouth Marketing

Users can share the content in Meilishuo to WeChat. Since WeChat users have a more intimate relationship with each other, when a product in Meilishuo is shared by a user with other friends, it is equivalent to completing an effective arrival. word-of-mouth marketing.

This relies on the new function launched by WeChat, which allows WeChat users to easily call third-party applications in conversations for content selection and sharing.

Mode 5: KXNUMX convenience store new store promotion

When the new K5 convenience store opened, it used WeChat's two functions of "viewing people nearby" and "saying hello to people nearby" to successfully carry out LBS-based push.

It is a very accurate delivery method to push corresponding promotion information to nearby users based on geographic location.

How WeChat Marketing Builds a Corporate Brand

WeChat marketing is a double-edged sword. Through WeChat's LBS, voice, real-time dialogue and a series of multimedia functions, brands can provide users with richer services and formulate clearer policies.Internet marketingStrategy.

At the same time, the cruel thing is that users can close the interaction with the brand at any time, and how to maintain the relationship with users for a long time will become the key to development and growth.