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weixin

timeline
by

Joelle Gong

on 23 June 2014

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Transcript of weixin

Weixin
Main Functions:
Voice Messaging

Facebook Connect

Group Chat
Group Chat

Facebook Connection
Dominates the Instant Messenger software in Mainland of China,
with over
200,000,000
users
Dec 2011
BIG 4 Campaign
Wechat
Wechat Promotion in HK
Co-branding
Billboard
Transit ADs
Printed ADs
TVC
Road Show
Social
Network
Advertising message appeal techniques

Celebrity endorsers

Use of humor

Use of music
Headline :
Catchy

Curiosity-evoking

Oral language: a sense of intimacy

Rhetorical Question

Action-activating
Print Ad / Poster
AIDA advertising hierarchy model
satisfy customers’ needs
to group chat
maintain interest
“Download WeChat and get bonus in McDonald’s”
unusual design and
celebrity endorsers
Video
Action
Desire
Interest
Attention
Looking Around

Emoticons
segmentation:
Other communication channels

1.Young smart-phone users

2.Keen on instant information exchanging

3.Reliance on Internet social network
Improvement for the Big 4 campaign
Weixin
Functions:
Voice Chat

Drift Bottle

Shake
Phase 1. Hodge-Podge
Phase 2. Big 4
various voices, not a typical IMC campaign
one voice through different channels
INCONSISTENT
May~Oct 2012
Sep 2012~present
Entering Hong Kong
Weixin
CONSISTENT
MTR ADs
Video
WeChat in Taiwan
Today's Agenda
Introduction of WeiXin/WeChat

WeChat @Hong Kong: Big 4 Campaign

Improvement for the Big 4 campaign
same color
same celebrity
same slogan
same poster
same influencing model - HEM
CONSISTENCY
1. Online channels

Facebook: an integrated platform
Twitter

2. Offline channels

Road show: "download-one-get-one-free"
Co-branding
1. Endorsers should match the segmentation more properly.

2. More attention should be paid to Word-of-Mouth.

3. Road show should match the promotion goal of
second phase.

4. Focus on the operation of twitter.
Headline

Gesture

Layout

Background

QR code
- separate but connected
- light, smart
Increase Popularity
Add up User Viscosity
- chat with Big 4
- eyes on the center
Channels
:D
Full transcript