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.

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%

Amount of the student population engaged per campus

600%

Increase in awareness and familiarity with WeChat's iOS and Android apps

More Case Studies