WeChat’s advertising program – which lets brands pay to place ads in users’ feeds – is still in its infancy, but a number of Beauty brands have successfully used it to increase reach and boost engagement.
L’Oréal Paris, one of the most active brands on WeChat, offers an instructive example of how brands can use WeChat advertising to increase reach. By coupling an innovative campaign with celebrity amplification, the brand doubled its WeChat fan base and engagement in just 15 days, according to L2’s Insight Report: WeChat.
Adding a personal touch to the campaign, L’Oréal Paris enlisted actress Fan Bingbing to invite users to follow the brand’s account via a personal voice message. Those who followed the brand found updates from the Cannes Film Festival red carpet delivered to their news feeds as if the celebrities were their friends. Followers could like and comment on the celebrity posts, boosting engagement and campaign reach.
In addition to advertising on WeChat, L’Oréal Paris takes advantage of the platform’s other capabilities, such as commerce. The brand is among just 20% of Beauty brands supporting WeChat payments, an area that is becoming increasingly crucial as WeChat catches up to Chinese e-tailers.