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