Western brands market on China's WeChat

WeChat QR code

China's wildly popular mobile text/messaging app WeChat serves more than 700 million users (the number will probably be even higher when you read this).

Users are so glued to the WeChat app that brands, naturally, want to be part of the experience. Here are just a few ways that Western brands are marketing via WeChat:

• Burberry announces new products and showcases classic styles, as well as using WeChat for customer service.
• L’Oréal Paris uses WeChat as part of its frequent-buyer rewards scheme.
• Procter & Gamble's beauty brands have advertised on WeChat to engage consumers and build buzz.
• Mulberry has used WeChat to target gift-givers on special occasions.

The marketing lesson: Brands have to be where their customers are, and adapt quickly to digital media or whatever new technology is on the ascendancy.