Business objective

To gain WeChat followers to the Simon Malls service account.

Results

34,000 new followers after the first round of advertising.

Our approach

WeChat is the second largest social media network in the world, however, it has been slow to integrate and develop advertising, paid advertising was only introduced in 2016. This campaign marks the first in paid WeChat advertising for Mailman.

The campaign focussed around incentivising users to follow the Simon Malls account through three rounds. When total followers reach the required number the next round is unlocked.

Due to the diversity of Simon Malls’ portfolio of brands, tailored adverts for each were created by the Mailman design team. Both ‘banner’ and ‘moments’ ads were used and were targeted towards the relevant demographics.