The Moodies – Use of WeChat
Best Use of WeChat
Winner
iClick Interactive Asia Group – WeChat Real Time Bidding Mastery
iClick Interactive, an online marketing and enterprise data solutions provider in China, orchestrated a WeChat Moment Ads Real-Time Bidding Campaign for US beauty house The Estée Lauder Companies (ELC) between 21 April and 10 May. The campaign aimed to drive sales to the China Duty Free (cdf) Pre-order WeChat Mini Program, marking ELC’s first sales conversion-driven initiative in collaboration with the retailer.
Its target audience comprised travellers in Hainan, existing ELC clients, competitor brand users, as well new clients who demonstrated interest but didn’t make a purchase before. At the core of this campaign was the strategic use of WeChat: iClick Interactive leveraged technology company Tencent’s location data and cdf shopping data to deliver WeChat Moment Ads to travellers in Hainan. This approach involved understanding customer behaviour and harnessing WeChat’s capabilities to connect with and convert the diverse WeChat audience into cdf Pre-order Mini Program users.
The data synergy allowed message delivery precision and served as a prime example of effective utilisation of WeChat’s capabilities. Furthermore, daily monitoring and opimisation were integral to the campaign’s success. Various functions were dedicated to optimising the creative elements including landing pages, targeting strategies and audience groups. This ensured that the advertising campaign remained dynamic and responsive throughout, reflecting the campaign’s commitment to continuous improvement and adaptation for maximum audience engagement.
A compelling partnership that maximised engagement
Notably, the campaign not only met but exceeded the initial target, achieving 3.2 ROI (160% of the target) and a 4.4 return on advertising spend for the cdf pre-order platform.
This campaign effectively directed 31,901 confirmed travellers to the brand page within the cdf pre-order Mini Program during the in-market stage. Through this project iClick Interactive showcased the power of precision marketing and continuous improvement in driving impactful results.
iClick Interactive President, International Business Frankie Ho commented: “The recognition of iClick winning the awards for Best Use of WeChat and Small Budget Campaign of the Year at The Moodies 2023 is a testament to our unwavering dedication, unmatched creativity and relentless pursuit of excellence. It showcases our ability to transcend limitations and tap into the immense potential of WeChat, resulting in impactful campaigns that resonate with our audience.
“These accolades underscore the innovative strategies, meticulous planning and sheer determination demonstrated by our team. Additionally, we would like to express our heartfelt appreciation to our esteemed clients, for placing their trust in us with their digital marketing initiatives. Their partnership has been invaluable in achieving these remarkable accomplishments.”
The campaign aimed to acquire new ELC clients by targeting passengers who had previously shown interest but did not make a purchase
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The Moodie Davitt eZine The Moodies 2023
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