Tourism Australia Stands Top 10 Popular WeChat Moment Ad
“Australia isn’t just a place you see, it’s a place you feel”
WeChat just released the Top 10 popular WeChat Moment Ad in 2017. Tencent Advertising Unit conducted a survey contest in early February with more than 600,000 WeChat users participated in the voting.
The brands on the rally are (no particular order)
Adidas
Tourism Australia
BM
Dior
Dolce&Gabbana
Jimmy Choo
JD
TripAdvistor
Tencent
Montblanc
Interestingly, the Top 10 have seen only two are China locally grown brands Tencent and JD, all others are international brands.
Apart from those deep pocket premium brands like BMW, Dior, JD, Tourism Australia stands out of the crowd. It was not a coincidence when record high 1.382million Chinese tourists came to Australia in the year of 2017.
The Ad appeared a bird eye look of an Australian beach – very Australian, wasn’t it? Once clicked, it opens up a short video hosted on an H5 page with carousel slider underneath, and certainly, there is a button that user can click on to follow Tourism Australian official WeChat account. The 30-second video was about a young Chinese couple taking tour in Australia, a male Aussie voice speaks in English with Chinese subtitle, “Australia isn’t just a place you see, it’s a place you feel”
Having some English elements in ad copy keeps the brand’s original taste. I can imagine had it been all Chinese speech and texts, the outcome would have been very different. Tourism Australia made a right call on speaking the right messages to the target audience, more and more of whom are choosing independent travel and can understand English.
What exactly is WeChat Moment Ad?
Regards it as the equivalent of Facebook ads appearing on the timeline. Unlike banner ad, Moment Ad has brought a much more sophisticated way to reach the WeChat user timeline by directly buying access from WeChat. A brand can target users according to their location, interest, age, gender, device and phone network.
It supports texts description, image(s) and video,
Individual users can see up to one Moment ad every 48 hours. The ad will disappear within 6 hours if the user did not like, comment or click on the link. If the user interacts with the ad, this will increase the likelihood of his/her friend receiving the same ad. This viral effect will increase the number of target users. Very socially, a WeChat user can see their friends’ comments about the ad
Moment Ad can help advertiser to achieve Brand awareness, Click to convert (purchase or signup), Download app and Gain new followers
Since the beginning of 2018, WeChatApply has noticed Huawei Australia and BMW started on targeting Australian based WeChat users. It is a groundbreaking event for WeChat’s development at Australian Market since Tencent first made the ad available in China in 2015. Any brand who looks to take advantage of this tool, really have to start with getting an official verified account before able to even spend your marketing dollar. Unlike the easy and flexible admin offered by Western online social advertising, brands also need to go through WeChat’s advertiser application process in order to gain their qualification to advertise. Bear in mind that certain industries are completely banned and some are restricted.
Interested in this powerful way of placing your brand in front of targeted WeChat users?
WeChatApply team can help you with this process with our know-how and experience.
About Wechatapply
Wechatapply is an award winning China WeChat digital marketing agency based in Sydney.Working across all aspects of the marketing solutions like WeChat promotion, WeChat Official Account Registration, WeChat KOL, WeChat Mini Program Ad. and so on, we will ensure you have a solid marketing strategy together with perfectly delivered campaigns. Wechatapply will transform your China online marketing to increase your lead generation, brand awareness and market engagement.