As the popular social media & messaging app, WeChat, enters it’s second year in the South African market, the brand is focused less on brand awareness & more on differentiation.With the launch of Official Accounts, the app offers more than person-to-person communication but also opportunity for third parties to create engagement with users via Official Accounts.
To connect with the influential early adopters across university campuses, Official Accounts have been set up across key campuses across the country. These accounts are aimed at providing news, campus-relevant content, information & special offers to students in order to establish communities who interact via WeChat at these universities. In an effort to drive awareness of the Official Accounts & encourage sign-ups, WeChat, in conjunction with Ogilvy, utilized a number of channels across campuses including media within cafés on campus. Branded coffee cups advertising promoted sign ups to Gareth Cliff’s CliffCentral Official account, while campus- specific posters & coffee cards offered students a free coffee every day during the campaign for interacting with the Official Account of the varsity itself. More than 26 000 coffees were redeemed using WeChat technology in the space of just over a month and over 5500 new WeChat app sign ups.