WeChat is a popular messaging platform in China with over 889 million active users. The document discusses various marketing opportunities on WeChat including subscription accounts, moments advertising, banner ads, and key opinion leader (KOL) advertising. Case studies are presented showing how fashion brands, retailers, and location-based services have successfully used WeChat marketing. While opportunities exist due to WeChat's large user base and engagement, challenges include developing high-quality localized content and effective measurement of marketing campaigns. Setting up official accounts also requires registering a company in China.

1. SomethingAbout
Croud USA Lunch & Learn

2. AGENDA
QuickSurvey WeChatIntro WeChatMarketing
Cases Summary Q&A

3. WhatisWeChat?

4. WhatisWeChat
Background
Released in2011
InstantMessaging
VoiceMessaging
VideoCall
889Million ActiveUsers
100Million International

5. OneDayofWeChat

6. WeChatIsYour...
Everything
andmore...

7. WeChatMiniProgram
● 85%mobilebrowsing
insideapps
● 1/12App favored
● 25%newappabandon
rateafteronesession

8. WeChatis...
Anecosysteminoneapp

9. TheEmpireisbuilton...
WeChatPay Gaming Partnership Ads

10. Duetothesegreatbenefits...
60%oftheusers
opentheappmore
than10timesper day

11. Duetothesegreatbenefits...
50minsavg.
timespendonWechat
54%over1hour

12. InternationalExpansion

13. InternationalExpansion
100+Million InternationalUsers FastestGrowingSocialCommunicationPlatform
5Million UsersinSouthAfrica

14. WeChatMarketing

15. RevenueFromAds
VS
15-20%
$2.3Billion
70%-90%
$8.8Billion
2016Q4Data

16. WeChatStore

17. WeChatMarketing
Organic Paid
● SubscriptionAccount
● ServiceAccount
● EnterpriseAccount
● MomentsAdvertising
● BannerAdvertising
● KOLAdvertising

18. Subscription&ServiceAccount

19. MomentsAdvertising
● $8,000Minimum
● Geo/Interest/Age/Gender/
Device/Network/Behavior
Targeting
● CPMModel:$7-$26(City)
● OverseasTargeting

20. MomentsOverseasAdvertising
● Country-level
● Around$25CPM
● $7,352Minimum

21. CampaignObjectives
● ServiceAccount
● App Installs
● BrandEvent
● WeChatCash
● LocalService
● E-Commerce
LANCOME
YBRFNCOM衣邦人
唯品会VIP.com
Starbucks
BreadTalk
SEPTWOLVES

22. BannerAdvertising
● $7,350Minimum
● Geo/Interest/Age/Gender/
Device/Network/Behavior
Targeting
● CPCModel:$0.29-$0.73
● CPMModel:$2.2-$3.6
● VariousCTA

23. KOLAdvertising
● Affiliate/Influencer
Campaign
● 20%-40%Commission
● Flexiblebudget

24. Cases

25. FashionBrand-Otte
● MicropagewithinWeChat
● Engagingwithcustomers
viaprivate message
● PerksforVIP Club
★ 50%ofitsonlinecustomersareChinese
★ Firstoversea storeafter16years,$10Mturnover

26. HowOtherFashionBrandUseWeChat
● BurberrypartneredwithWeChattocreateitsownWeChatappsaround
itsfall2014runwayshow
● MichaelKorsusedWeChattogiveliveupdatesfromahugerunway
showitheldtopromote itsBeijingstore opening.
● Coachlaunchedagamecalled“RedEnvelope”whichuserssenteach
othervirtual giftvouchersforCoachitems.
● Yooxhasagamewhereuserscangeneraterecommendationsby
shakingtheirphones.

27. LocationBasedServiceI
● Leverage Brandoffline
presence
● Drive trafficto offlinestores
● Expandbrands’servicereach,
connectsandreconnectswith
more consumers.

28. LocationBasedServiceII
● Engagecustomersinboth
China&theU.S
● LeadtoE-Commerce
● Improve userexperience

29. SubscriptionAccount
● Broadentheperceptionof
messagingappsasviable
contentplatforms
● Self-selectcontent
● Sharable

30. QRCode
● Productsinthemagazine
arematchedwithQRcodes
● Scantobuy
● PaybyWeChatWallet

31. KOLBannersAds
● SpecificTargeted
● Innovativeformat
● Localizedmessaging

32. FlashTestofChineseMarket
● CreatedaCross-border
Paymentaccountbetween
ChinaandNewZealand
● IdentifytherelevantNew
Zealand-relatedKOL
● Localizeapieceofvideo
content
5xROIwithin4Weeks

33. Summary

34. Summary
InChina,WeChatisashorthandformarketing...
Opportunities:
● Usersbase
● Touchpoints
● ConversionPath
● Viral
Chanenllage:
● Creative/Contentfocused
● Measurement
● Optimization
● Budget

35. AccountSetup

36. CreatingAWeChatOfficalAccount
● Registeracompany(WFOE–
WhollyForeignOwnedEnterprise)
inChina.
○ Costlyandlengthyprocess
● Usea thirdpartybusinesslicense
● Gothroughaspecialprocessfrom
Tencentteam.

37. SellingonWeChat
● BuildyourownWeChatwebsite
○ IntegratetheWeChatAPIfor
someoftheWeChat-specific
functionswithyourownsite
● Usea WeChatshopplatform
○ FastandCheap
○ Customizationislimited

38. Q&A

39. Question1
WhichofthefollowingisWeChat’sparentcompany
● Alibaba
● Lenovo
● Tencent
● Huawei

40. Question2
Whichofthefollowingyoucan’tuseWeChattoaccomplish
● Doctorappointment
● Findadate
● Sharelivestories
● Paycreditcards

41. Question3
Howmuch%ofWeChatusersopenitmorethan10timesperday
● 40%
● 50%
● 60%
● 70%

42. Question4
WeChatisthefastestgrowing Socialcommunication
platforminwhichofthefollowingcontinent
● SouthAmerica
● Europe
● Africa
● Australia

43. Question5
WhyisWeChatinternationalexpansionnotquitesuccessful
● Latetotheparty
● China-firstapproach
● Poorlocalization
● Allofabove

44. Question6
WhichofthefollowingisnotaWeChatmarketingtactic
● SubscriptionAccount
● MomentsAds
● KOLBanners
● SearchEngineAds

45. Question7
WhichofthefollowingWeChatAdshasnominimuminvest
● BannerAds
● MomentsAds
● KOLAds

46. Question8
WhichofthefollowingisnotaWeChatPaid
marketingcampaignobjective
● BrandEvent
● WebsiteConversion
● AppInstalls
● LocalService

47. Question9
WhichofthefollowingAdformatisnot
supportedbyWeChatAd
● Image
● Video
● Carousel
● Canvas

48. Question10
WhenshouldCroudtapintoWeChatMarketing?

49. Thankyou
Thereismore...

50. More...
AmazonGoForChina
WeChatwithCaesarsEntertainmentshowcasehotelroomsofthefuture.
HowChinaIsChangingYourInternet|TheNewYorkTimes
Watch:WeChatwantstokilloffapps

51. References
https://walkthechat.com/wechat-marketing/
https://blog.hootsuite.com/wechat-marketing/
http://marketingtochina.com/top-10-advertising-campaigns-wechat/
https://maximizesocialbusiness.com/10-tips-market-brand-wechat-22176/#
https://walkthechat.com/advertising-on-wechat-moment/
https://www.zhihu.com/question/20057086
http://it.people.com.cn/n1/2016/0819/c1009-28650817.html
https://zephoria.com/top-15-valuable-facebook-statistics/
https://www.emarketer.com/Chart/Daily-Time-Spent-Using-WeChat-According-WeChat-
Users-China-March-2016-of-respondents/188880
http://weibo.com/ttarticle/p/show?id=2309351000144010504703052339
http://www.bbtnews.com.cn/2017/0322/186140.shtml
https://techcrunch.com/2017/01/09/wechat-mini-programs/
https://walkthechat.com/wechat-rolling-ads-targeting-chinese-tourists/
http://www.scmp.com/tech/china-tech/article/2093433/tencent-extends-wechat-pay-us-
focus-chinese-tourists

52. THANKYOU!
QUESTIONS?