WeChat: U.S. Campus Marketing Program

With over 200 million global users, the messaging and mobile ecosystem giant WeChat needed to launch their core mobile app in the U.S.—driving user acquisition, DAUs, and in-app purchasing.

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

More Case Studies