In addition, the ad creative was also designed in the gold color to match the CNY theme of good luck. #8 – McDonald’sĪd highlight: Celebrity effect, trending festival (Chinese New Year)Īs McDonald’s is targeting a young audience, they collaborated with the teen idol Yang Chaoyue, a contestant in one of the hottest survival shows in 2019. Dyson launched the ads during the platform’s highly anticipated annual shopping event (June 18), which easily gained immense exposure. ![]() The campaign’s success was also mainly due to the brilliant timing. #7 – DysonĪd highlight: Offering discounts during trending festivals (JD.com ‘618’)ĭyson’s ad was e-commerce driven and offered a discount on JD.com, the second-largest online B2C platform in China. Instead of stereotypically emphasizing extravagance, this ad touched on young people’s dreams and ambitions, making the brand more appealing to its target group. The high-quality video had an energetic vibe and a storyline that resonated with its target audience-millennials and young professionals. #6 – BuickĪd highlight: Interactive and creative content (tracing dotted line V), high-end videos with unique storytelling The selected actors/actress/singers all have fans from different age groups, hence expanding the brand’s exposure. ![]() Apart from using Red color which is a symbolic festival color in China, the brand also leveraged celebrities from different fields. #5 – Yili Group (伊利集團)īoth the celebrity effect and festival trend contributed to the success of this ad. By adding a finishing touch (dots on eyes), it brought the dragon to life, thus good fortune came to the viewers. Also, Dragon and the gold color were in line with the Chinese view of “luck and fortune”. Visiting friends & families with gifts and drinking are 2 prevailing customs in China during CNY, hence the alcoholic drink brand caught the right timing. The brand released the ad in good timing and also the creative matched the cultural aspect well. #4 – Shui Jing Fang (水井坊)Īd highlight: Interactive and creative content (dots on eyes), trending festival (Chinese New Year) Yang Mi is one of the most influential celebrities in China in 2019, which gains massive attention and traffic to the brand. This is a combination of celebrity effects and interactive elements. #3 – Estée LauderĪd highlight: Celebrity effect, interactive content (tracing dotted line) The ad concept of admiring stars was also consistent with the custom of Qixi (Chinese Valentine’s Day). This ad was creative to utilize the shooting star concept to prompt people to interact with the ad, by tracing and hence clicking on the video. The ad left a long-lasting impression as it matched the Chinese viewer’s perception of the brand.Īd highlight: Interactive and creative content (tracing shooting star), trending festival (Qixi-Chinese Valentine’s Day) The video was produced in high quality, and in cool color that successfully conveyed its brand values of perfection and fascination. Here are the top 10 WeChat Moment ad campaigns in 2019, we hope you could get inspired for your future WeChat marketing campaigns! #1 – Mercedes-Benz Trending Festivals: Seizing the opportunity to promote brand products with discounts at important dates in China.Celebrity effect: Leveraging well-known stars or influencers in ad campaigns to increase the brand’s credibility. ![]() Creativity and Interactivity: Content that stimulates an emotional response from the audience, and hence prompting them to interact with the ads. ![]() Factors contributing to the popularity of WeChat Moment Ads A lot of businesses want to get in on these in-feed WeChat Moment ads, but what does a good Moment ad look like? In 2019, there are some brands that set the bar high. Brands can pay for advertising space and have their content appear on WeChat users’ Moments feed. Tencent turned this into a lucrative opportunity by allowing ads on Moments. There are over 10 billion clicks on WeChat Moments every 24 hours. For people who do not own WeChat, this feature is just like one’s Facebook Timeline or Twitter News Feed. Users can share the “moments” in their lives by posting text, uploading up to nine images, as well as sharing videos or even long articles. WeChat Moment is a fundamental feature of the complex WeChat ecosystem.
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