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.
Campus events and surprise-and-delight brand moments
Celebrity partnerships and influencer marketing through students
Peer education of WeChat’s features by student ambassadors
WeChat app downloads per week of the campaign
Amount of the student population engaged per campus
Increase in awareness and familiarity with WeChat's iOS and Android apps