Top 10 WeChat Moments Ad Campaigns of Q2 in 2019

We all know WeChat is a great platform to reach the Chinese audience, and if you didn’t know, there are over 10 Billion hits on WeChat Moments every 24 hours - that means that people frequent WeChat Moments several times PER DAY. 

We all want to get in on these in-feed WeChat Moments ads (WeChat Moments is similar to a Facebook newsfeed), but how can we do it properly? WeChat Tencent has made it easier for us to figure out what’s working on the platform by sharing their insights on the top 10 WeChat Moments ads customers loved in Q2 of 2019. Here are our top picks from the 10 shortlisted top WeChat Moments ads of Q2 2019.

GUCCI

This GUCCI WeChat Moments ad leads you to a Mini Program, where users can browse a mobile optimized online catalogue featuring both men’s and women’s pieces from the latest collection. Users are prompted to either “follow Gucci” on WeChat or clickthrough to shop online on the brand’s Chinese website.

CARTIER

An interactive ad where you can draw a line along the dotted line on an ad to reveal the ad’s theme of having a double-sided nature - one being elegant and the other with an edgy vibe. Drawing along the dotted line reveals the 5-second ad spot before a pop up introduces the product. Users can then clickthrough to a branded landing page featuring a list of recommended items from the collection, where users can click to buy. 

ESTÉE LAUDER 

With renowned actress Yang Mi as the brand’s ambassador, Estée Lauder promoted their new Micro Essence for face with a WeChat Moments ad campaign. Again, there is an interactive element where the user can draw a line along the silhouette of Yang Mi’s face contour to trigger a pop up video with a clickthrough to a branded landing page where users can learn more about the product and enter to win a prize.

BUICK

Buick has also been making headway into the China market, with numerous placements in TV dramas and now an immersive experience on WeChat Moments. By drawing a “V” along the dotted line in the ad, this will trigger a pop-up celebrating May 4th, which is a day to celebrate youth in China. The call to action then asks users to watch a video that illustrates how the youth of this generation are different, and of course how they are the perfect match for a Buick. As users scroll down they can view the various benefits of the vehicle along with quotes celebrating the next generation’s strategic mindset.

CHANEL J12

A group of A-listers from models to actors and singers are enlisted to promote the all-new Chanel J12 watch in this WeChat Moments ad. The link directs you to click to learn more about the product, which then leads you to a landing page where you can view a video with the stars sharing their personal stories showcasing their determination, strength and dedication to their careers that goes on behind the scenes.

DYSON

Home products and lifestyle brands are also popular on the WeChat platform, and Dyson promoted their 618 model using WeChat Moments ads. Users can click the ad to learn more, where they are taken to a landing page outlining the various benefits of this model.

How will you incorporate some of these design and rich media elements into your WeChat Moments ad campaigns? Need assistance with strategizing a WeChat marketing strategy for your company? Contact us today and let our WeChat marketing experts help.

For the full list of Q2 2019 ads in Chinese, visit this link on your mobile device.

To see our Cultural Marketer video on this topic, visit here.
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