Social Media Case Study: WeChat

Brand Name: 

WeChat

Agency Name:

Social Wavelength

Objectives:

• To create the awareness of WeChat messaging service in India, especially among the youth, which is already hooked to other competitive apps.
• To increase the interaction among existing fans and reach out to a younger audience.
• To get new users to download the WeChat application through social media.

Execution: 

• WeChat India is a mobile social messaging communication service that allows users to connect with friends across different platforms.
• The WeChat application is available for different platforms such as Android, iOS, Windows, Symbian, Blackberry etc.
• The upcoming movie Matru Ki Bijlee Ka Mandola had a huge youth following which also happens to be the brand TG.
• Using the release of the movie Matru Ki Bijlee Ka Mandola, a campaign was launched by brand WeChat.
• The strategy was to use the movie to connect with the young audience and engage them in a fun contest.
• The contest was run across Facebook and Twitter.
•  The focus of the contest was on receiving the answers from the audience via WeChat only and in the process get participants to also use the WeChat application.
• 4 winners stood a chance to meet the starring celebrities of the movie, Imran Khan and Anushka Sharma.

Results:

• The campaign was run for a week across Facebook and Twitter.
• The contest post generated lot of buzz through comments and likes.
• The hashtag #WeChatMagarPyarSe was used to promote the contest and engage the audience.
• The hashtags reached generate over a million impressions and reaching out to over 150k followers.
• In top 10 by number of tweets, number of followers and number of impressions.