• Andrew Collins

How to Create a Successful WeChat Campaign: GoUSA Case Study

Updated: Jun 10, 2019

Running campaigns on WeChat is becoming more and more popular. It’s a great way to promote one’s account and increase follower engagement. But now people are experiencing difficulties creating successful campaigns with WeChat’s new regulations. Since WeChat officially banned accounts from doing campaigns that encourage people to collect “likes” and share the campaign on their moments, a lot of accounts began to struggle in terms of bringing campaign awareness to more users, which limited engagement rates.

Mailman Group’s GoUSA official WeChat account had run weekly campaigns that were easy to participate in, such as asking followers to share the campaign on moments, and, after the regulation was announced, to send a message telling us the U.S. destination they wanted to travel to. Soon people got tired of these types of campaigns and didn’t feel like participating if the prize was not attractive enough for them. Thus the engagement was not ideal.

We spent time researching and brainstorming for new ideas. We found that interactive games are the new way to initiate high engagement. For the previous two campaigns we did for Chinese New Year and the Lantern Festival, we tried something new, which worked very well!

CNY Game:


We provided ten clues for the followers and asked them to figure out the name of the city these 10 clues were referring to. The city was Portland, Oregon. Anyone that got the right answer could download our stylish Portland wallpaper as a gift. The winners were also automatically included in our CNY lottery. The winner of the lottery would receive a big prize (a Pendleton wool blanket, made in Oregon). We got 507 participants (with the average number of previous campaign participants was around 100) and 271 right answers (and wallpaper downloads).

Lantern Festival Riddle:


We created three illustrations that implied three cities and let the followers guess what cities the illustrations refer to. For example, the first illustration showed a chicken tumbling down a hill. In Chinese, we describe it as Luo Shan Ji (落山鸡), which sounds exactly the same as Los Angeles (洛杉矶) in Chinese. We had 440 participants in this 2-day campaign, and 366 got the answer right. We randomly picked 10 winners who got the right answer and gave them a sweatshirt and a prize.

Takeaway:

What we’ve learned from these two campaigns is that a successful interactive game campaign has to be easy and fun to participate in. If the game itself or the manner in which to participate were too complicated, people would feel reluctant to follow through. The visual experience of a campaign is very important. Finally, the description of the game should be short with a nice design to direct people to the most important information.

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