Western brands get a feel for Chinese customers’ needs on WeChat
August 15, 2013 Leave a comment
August 14, 2013 5:32 pm
Western brands get a feel for Chinese customers’ needs on WeChat
By Sarah Mishkin in Hong Kong
It is not just Durex, owned by Reckitt Benckiser, that found WeChat’s one-to-one messaging and other features useful for reaching potential Chinese customers. Starbucks, one of the first US brands to run a campaign on WeChat, asked its followers there to tell the company what mood they were in by messaging them an emoticon. In response, the company would send them an audio track of a song that matched their mood. Asking users about their feelings made the company itself seem welcoming, said Joseph Tang, digital business director with ad agency Grey in Shanghai. Read more of this post