![]() Brand Concept on WeChat Channelsĭuring the campaign, Prada released 25 promotional short videos on its WeChat Channels. Prada did not invest in Kuaishou at this time because its audience did not fit its brand positioning. The copywriting is the same as the WeChat Channel. On Weibo, the brand focused on uploading pictures and text and then published videos as a GIF. Prada worked with many KOLs and celebrities and chose Xiaohongshu’s classic graphic method to interact with users on that platform. Adoption has been robust, and with the continued popularity of Douyin, Kuaishou, and BiliBili, we can expect Tencent to continue to invest in technology to keep them in the top tier in this category.īesides uploading the videos on Channels as a collection, Prada added a filter for “Hidden Poems.” Then they invited celebrities and KOLs to spread “viral” videos on Douyin. Not wanting to be left behind by this new trend, WeChat has its own video-sharing feature called Channels. These apps began in 2016 and are all the rage. Once a simple SMS platform it is now a virtual operating system inside an app where users can practically live their entire lives.ĭouyin for users in China, and TikTok, which is aimed at overseas markets, are short video sharing apps. Divorce filings (yes you can file for divorce on WeChat).“Moments” a timeline-like social feed called.Search – WeChat is becoming a popular search engine in China.With over 1 billion monthly active users, virtually everyone in China uses it, and not just just for chatting with friends. As anyone contemplating building a marketing campaign in China knows, establishing a robust presence on Tencent’s WeChat social media platform is a must.
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