The results are IN!
What are the Top 10 WeChat Moments Ads of 2019? Between January 6th to 14th, over a million WeChat users participated in the voting process, and the top 10 ads received over 2.128 million votes in total.

Here are the Top 10 WeChat ads of 2019

Top 1

Jaw-dropping Speed
Mercedes Benz

The brand’s ad ‘3, 2, 1, 4-door sports car’, received 322,613 votes, 118,091 likes and comments, and users thought it was ‘cool’ and ‘stylish’. Combining a striking video portraying the Mercedes-Benz elevated lifestyle, the ad features a scrolling landing page reviewing the model’s features.

Top 2

Chasing the Stars
Van Cleef & Arpels

The creation of a romantic, starry dream in WeChat moments earned this ad 304,160 votes, 87,131 likes and comments, and users highlighted this ad as ‘romantic’ and ‘premium’. Featuring the brand’s classic four-leaf clover motif with golden shooting stars in the background, the ad invites users to draw a line following the shooting star to open an interactive experience, where a pop-up introduces the Vintage Alhambra gold pendant for Chinese Valentine’s Day.

Top 3

Observing ‘Yang Mi’s’ “Sakura Skin”
Estée Lauder X Yang Mi

Actress Yang Mi’s “Sakura Skin” earned a total of 291,225 votes, 93,846 likes and comments, and of course, users commended Yang for her beauty and the ad’s creativity. Drawing with your finger along Yang’s perfect jawline opens a landing page introducing the various skin benefits of the product.

Top 4

Eye-Dotting for the Mystical Creature
Shui Jing Fang

An interactive ad asking users to perform the eye-dotting ceremony to awaken the mystical creature incorporated the concept of oriental beauty, receiving 236,629 votes, 69,897 likes and comments, and the descriptions ‘lucky’ and ‘golden’.

Top 5

All-Star Well Wishes
Yi Li X Liu Tao

Consumer packaged goods conglomerate Yi Li invited Actress Liu Tao to lead an all-star team of actors and actresses to share their Lunar New Year well wishes, amassing 229,634 votes, 65,545 likes and comments, and fans describing the ad as “Goddess Beauty” and full of “New Year Vibes”. Each of the 6 featured celebrities shared their well wishes for the new year, featured in new year red designs with the product they endorse from the Yi Li umbrella.

Top 6

Celebrating the Differentiators of the Next Generation
BUICK

The ad celebrates a youth festive holiday in China, and showcases the next generation of leaders in its ads. The interactive ad invites you to draw a “V” on the screen, which takes you into a full-screen video rich-media experience, with a pop-up that invites you to get in the car for a chat to learn more about the new car model’s features.

Top 7

Dyson 618 Campaign
Dyson

‘Black Technology Dyson 618 Limited Offer’ received 198,357 total votes, 48,889 likes and comments, and was rewarded with comments such as “high-tech” and “want to buy!” The WeChat Moments Ad featured 6 product photos, and upon-clicking on the images, takes the user to a landing page experience featuring the various 618 (June 18 th ) deals.

Top 8

McDonalds X Yang Chao Yue
McDonalds

McDonalds in collaboration with Yang Chao Yue ensures a year filled with great fortune! This ad received 122,549 votes, 16,272 likes and comments, and received comments such as “exceedingly beautiful”.

Top 9

Coca-Cola X Zhu Yi Long
Coca-Cola

The interactive ad invites users to draw a heart shape on the WeChat Moments Ad to launch the interactive experience, where popular actor Zhu Yi Long proposes to the viewer. The ad received 113,607 votes, 103,944 likes and comments, and comments such as “love it!” and “so handsome!”

Top 10

Decoding the Code of Youth
L’Oreal X Zhu Yi Long

This is the second ad ranked within the Top 10 featuring actor Zhu Yi Long, this time with L’Oreal featuring Youth Code Ferment Pre-Essence. The ad received 104,233 votes and received 101,433 likes and comments. Fans are asked to pull-down on the WeChat Moments Ad, opening a landing page experience with a pop-up video where Zhu Yi Long shares the various benefits of the Youth Code ferment Pre-essence.

Did you see any of these ads pop-up in your WeChat Moments? Numerous fans of the featured celebrities enjoy seeing these ads in their idols in their social feed and often save and screenshot these ads to share in their posts.

One thing we need to wrap our heads around with the Chinese consumer is that ‘idols’ hold tremendous power in moving/selling products and services in China, with limited-edition magazines featuring the country’s hottest idol selling over 100,000 copies in ONE SECOND, and over 300,000 copies in 5 hours. For some context, this is more than the average monthly circulation for VOGUE UK (192,212) and the average monthly readership circulation for TIME Magazine (2018 total circulation of 2,348,566, divided by 12 to get 195,713), the world’s largest circulation for a weekly news magazine.

Knowing the type of ads that resonate with the Chinese consumer and the power of idols in the China market, how will you refine your Chinese marketing strategy this year?