Published on February 28, 2014
SOCIAL MEDIA CASE STUDY February 2014
BACKGROUND • Visa is a recognized, trusted and innovative multinational financial services corporation. • Being aware that Chinese New Year affects significantly mobile usage, Visa takes this opportunity which only presents itself once a year. • Consumers insights: During Chinese New Year, the majority of people head home for the holiday, to meet their family and friends. Traditionally, “red envelopes” of money (hongbao) are exchanged, as a way of greeting each other.
CHALLENGE • Increasing the brand awareness of Visa. • Growing the fan base of Visa WeChat account. • Improving the interaction between Visa and its fans.
SOLUTION • Visa sent a Red envelop during Chinese New Year to each of its fans on WeChat for a chance to win prizes and “Travel happy with Visa”. • Process: Open the Red envelop and discover if you win or not by scratching Visa credit card. • Follow Visa official WeChat account and get one extra chance to win. Plus, to spread the word about the contest, Visa used 3 Key Opinion Leaders (KOL’s) on WeChat and 5 KOL’s on Weibo.
RESULTS • In Visa occurred at the right time, on the right platform, with the right strategy, targeting the right people. 14 days 2 500 shares 13,000 participants 30, 000 unique visitors 80, 000 page views About 3 millions impressions Visa tripled its fan base
Uncle Advertising is a full service agency providing creative advertising solutions, digital marketing and social connectivity strategies. We provide ‘creative solutions’ which build brands and businesses in China. We help brands to listen, understand and engage in conversations in chinese social media: Weibo and Wechat. For more information, please visit our linkedin company page Uncle Advertising (Scan our QR code), follow us on Twitter @ShanghaiUncleAd or drop us an email at firstname.lastname@example.org. Contributors: Elsa Bouillot, Josselin Roulet, Chuck Chen
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