WeChat has launched an innovative marketing solutions for brands to celebrate Chinese New Year in 2020 ! WeChat developed a special platform to create customized Chinese New Year hongbaos (red envelopes). Also, brands created some fun stickers and games to interact WeChat users.
As a matter of fact, Chinese New Year is the most active marketing period for brands on WeChat ! This year, marketers have been very creative, and WeChat was a key platform to share CNY campaigns. Let’s see how brands have build their WeChat marketing to celebrate the year of the rat.
WeChat customized stickers
Nike- WeChat Chinese New Year Campaign - Case Study
Nike has collaborated with WeChat to create a “rain” of customized new year stickers displaying Nike logo, as soon as you type "Nike" in a chat.
The animation is launched every time a user send the keyword “Nike” to a friend or in a group chat. When the stickers are raining, WeChat user can tap a pulsating bag to access a dedicated WeChat Mini-program with a lucky draw to obtain coupons for Nike !
WeChat tailor-made hongbaos (Red packets)
WeChat has created a dedicated open platform, The Red Packet Cover Open Platform. There, brands with WeChat official accounts can create customized WeChat hongbaos.
Users received a tailor made hong baos when they make a purchase or are part of the brand loyalty program on WeChat. User can then collect the red envelopes to receive discounts and coupons from the brands.
Disney X Gucci - WeChat Chinese New Year 2020 Campaign - Case Study
To celebrate the year of the rat, Gucci has collaborate with Disney and the most famous mouses in the world, Mickey and Minnie !
To activate this CNY campaign on WeChat, Gucci and Disney have created a WeChat customized hongbaos.
When the user open the red packet he access the video of the campaign and join a lucky draw including WeChat coupons and discounts.
WeChat Marketing Games
Burberry - WeChat Chinese New Year Campaign - Case Study
To celebrate the year of the rat, Burberry has created a dedicated mascot, called Ratberry. The mascot appears in a dedicated Chinese New Year collection including clothes or scarfs.
On WeChat, Burberry has launched a special game who aims to connect more closely with millenials. User can also find special stickers and a customized red packet.