Situation YMC built a multi-tiered, campus-focused campaign aimed specifically at college students. The campaign leveraged student brand ambassadors, included partnerships, and featured in-app contests and sweepstakes.
Solution
Campus events and surprise-and-delight brand moments
Celebrity partnerships and influencer marketing through students
Peer education of WeChat’s features by student ambassadors
Results
3K
WeChat app downloads per week of the campaign
20%
Amount of the student population engaged per campus
600%
Increase in awareness and familiarity with WeChat's iOS and Android apps
