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. The goals of this program were to drive user acquisition, DAUs, and in-app purchasing.

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

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