A Sports Brand’s WeChat Digital Event
American - Stock Traded Company
China, Malaysia, Singapore
Our client setup space inside chosen event areas in spring. Among other activations, the idea was to develop a digital (and social) version of its trademark personal goal setting initiative, to engage users. This was done through a mini web app hosted through the company WeChat account.
1. Brand Awareness
Increase awareness of our clients brand and its personal goal setting core belief system, by digitalizing it and amplifying it through social media.
Engage and captivate target audience through digitalized personal goal setting tool to drive users to complete the full quiz.
3. Fan Recruitment:
Increase number of followers on brand’s WeChat official account, to allow for future engagement opportunities.
The idea was to create a web app platform for users to get inspired and define their own Vision or Goal for (10-year, 5-year or 2-year) and share it online.
We then gathered all goals posted into one gallery, to highlight and strengthen the sense of community across the company’s brand fan base.
The app was promoted through the company’s WeChat official account, in order to attract new followers throughout the campaign.
The experience introduced users the brand’s philosophy by connecting with their every day lives.
App & Campaign Execution Brief
Through WeChat marketing and at the event participants follow the company official channel to access the campaign app. This is achieved by scanning an event dedicated QR code.
Participants join a lucky draw by submitting a target to achieve. Our app then encourages them to share on their moments through a special generated tracking QR code. The QR code counts invites sent out by the user.
Periodically the company sends out all participants a link to the event gallery This event gallery is also projected live at the event on a big LED screen where prizes are given.
Incentives & KPIs
Tracking for Giveaways
To amplify the campaign’s audience reach we used incentives to drive traffic and encourage users to participate.
We tracked WeChat users who participated in the campaign, and using a lucky draw system distributed incentives.
– Increase of WeChat followers
– Viewership & re-post of the site
– Event venue attendance numbers