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THE NEW GUIDE TO

WECHAT
ADVERTISING

March 2018 · Version 7.0


TENCENT IS THE NO.1
SOCIAL PLATFORM

WeChat has 963 Million Monthly Active Users.


WeChat is The Most Popular App in
China

https://www.statista.com/statistics/255778/number-of-active-wechat-messenger-accounts/
SHENG LI IS OFFERING
WECHAT ADVERTISING
ON THE WORLD STAGE
In the U.S., Canada, Asia, Western Europe, Australia and New Zealand
WECHAT ADVERTISING PRODUCTS

Display Banner Ad
• Promoted Campaign
• Promoted App
• Promoted Account Community Management
• Appear at the bottom of
official account articles • Official Subscription Account
• Official Service Account
• WeChat Official Account Customization
• Content Strategy
Moments (In-feed) Ad • Monthly Community Co-Management

• In-feed ad options with multiple targeting parameters


• Text, image, video
• Appear in users’ timeline feed
WECHAT MOMENTS ADS IN U.S., CANADA, AND INTERNATIONALLY
International Targeting Now In Beta

Sheng Li is one of a few select agencies able to offer full national buys for
the U.S., Canada, Australia, New Zealand, Hong Kong, Taiwan,
Malaysia, Singapore, Japan, and Korea. (England, Italy, France, and
Germany are coming soon) This is the single biggest update since
WeChat launched its advertising feature.

● Moments is the social feed built into WeChat


● Moments Ads natively flow with other user-generated content in a
non-disruptive experience
● A verified official WeChat account is required to run Moments Ads

Rate Card

Minimum Campaign Spend $15,000 USD

Moments Photo Ad CPM ~$45+ USD

Moments Video Ad CPM ~$50+ USD


WECHAT ADVERTISING: PRICING

WeChat Moments Ads

Price Starting at $15,000 USD*†

CPM $45+ USD

* campaign duration of one week


† includes management fees

WeChat Official Account Setup

Account Verification

Custom Menu & Auto-Responder $2,000 USD

Two Starting Posts


RESTRICTED INDUSTRIES

Industry Permitted? Notes

Tourism Yes Hotels with casinos are not allowed to place ads

Food and Alcohol Yes

Telecommunication Yes

Transportation Yes

Electronics Yes

Clothing and Accessories Some Brands with a certain reputation / currently sold are allowed

Skincare and Cosmetics Some Only allowed with imported cosmetics hygiene permit

Government Some Needs Chinese government approval to open official account

Universities Some Only for those approved by Ministry of Education

Banks Some Banks with Chinese entities are allowed; need credentials

Those with Chinese entities are allowed, investment


Real Estate Some
immigration is not allowed to be promoted

Websites / Portal / Media No

Healthcare No

Cigarettes No

Business Services No
HOW WE ADVERTISE ON WECHAT
WeChat Direct Media Buy – Basic Campaign

• Inbound and outbound targeting available outside China


• Industry specific documents and approval process required
• Promoted App, Promoted Account, Promoted Campaign, Coupon Ad
HOW WE ADVERTISE ON TENCENT NETWORK
Tencent Ad Network Buy – Advanced Campaign

• QQ messenger, Qzone offers outbound targeting (international market


outside of China).
HOW WE ADVERTISE ON WECHAT
WeChat Moment (In-feed) Ads – Premium Campaigns

Tag

Hyperlink

Follow Pictures Interaction

• Widely preferable and now available to


overseas advertisers
• Outbound targeting to countries outside
of China (full national buys only)
WECHAT OFFICIAL ACCOUNT TYPES

Subscription Verified
Verified Subscription Service Enterprise
Account Service
Account Account Account
(Individuals/Brands) Account

Broadcast message # 1 / day 1 / day 4 / month 4 /month No limit

Broadcast message
displayed in subscription v v
folder
Broadcast message
displayed in WeChat v v
message page

Push notification v v
For enterprise
Reply to follower message internal usage.
v v v v
within 48 hours

Customized menus v v v v

WeChat APIs v

WeChat payment v

Note *individual subscription account is not able to be verified


TENCENT COMPANY PROFILE
No.1 Internet Company in China & Asia

85% 90% 963M 16B


PV
Social Network Social Network Total Daily Page
Daily Active Users
Mobile Users Users in China Views

10M 80% 697M


WeChat Official Users Follow Official WeChat Monthly
Accounts Accounts Active Users

Source: Tencent Official Announcement


LEADERSHIP IN ALL PLATFORMS
Tencent Ecosystem

642.0M
QQ IM via smart devices
853M Users

16 Billion+
WeChat + Weixin Daily Traffic Qzone
573.0M
via smart devices
963M Users 640M Users

Value-added Service
95M Users Source: Tencent Q4 Report,
Data refers to # of Monthly Active Users
WeChat
Tencent’s Mobile Revolution

• WeChat (Chinese: 微信; pinyin: Wēixìn) is a mobile text and voice messaging app
developed by Tencent in China, first released in January 2011. As of February 2018,
WeChat has over 963 million active users. 80% users follow Official Accounts.
• Key features: Instant Messaging, Official Accounts, Moments (Timeline), WeChat
Payment and Public City Services (including utility bill payment or taxi hailing).

Moments

Wallet Subscription
s
Mobile QQ
China’s Earliest IM App

• Tencent QQ, popularly known as QQ, was first released in China in February 1999
under the name of OICQ (“Open ICQ”, a reference to the early IM service ICQ)
• QQ also offers a variety of services, including online social games, music, shopping,
microblogging, movies, platform of games, group and voice chat. As of 2015, there
are 853 million monthly active QQ accounts.

Messages

QQ Desktop Messenger
Contact
Qzone
One of the most active communities in China

• Tencent’s version of Facebook profile page. Qzone users are young, active,
wealthy, and avid sharers.
• 640 million monthly active users, 330 million daily PV, Y25-35 Core Audience
• All Qzone ads are native advertising.
• Video option available on Qzone Mobile.

My Qzone Page

News Feed Entertainment Center


Mobile QQ Music
The top music site in China across platforms

• QQ Music is Tencent’s solution to online music streaming with 300 million


monthly active users, 70 million daily active users and over 250 million daily PV.

• QQ Music is now the largest wireless music sales platform in China. It has the
highest daily downloads among China mobile's wireless music channel partners.

• Available on iOS, Android, Mac and Windows.

My QQ Music

Hot Music Discover


Tencent News
The leading mobile news site in China

• As the leading Chinese news portal, Tencent News topped the chart of the most
popular news apps in China with more than 220 million monthly active users.
• Out of 1.2 billion mobile web users in China, 70.3% of them, which is about 900
million, consumed news from mobile news apps in 2015, according to research
firm TalkingData.

News Homepage

Tech News Subscription


DEEP UNDERSTANDING
OF CHINA’S MOBILE USERS

WeChat Users’ Profile


WECHAT USER PROFILE AND BEHAVIOR
High Quality, High-End Users

• 963 million MAU, 570 million DAU


54 % 46
% • 86% users are 18-36 years old
MALE FEMALE • Most of users are at a medium-high income level
• Majority of users come under private enterprise,
self-employed, students, followed by public sector.
80% of all Chinese high-net-worth individuals (HNWI)
45.4% 40.8% 9.5% 4.3% use WeChat.

18-25 26-35 36-50 Others

Income / %

Source: WeChat User Behavior Report (2015)


WECHAT’S IMPACT ON USERS’ LIFESTYLES
Daily Usage and Users’ Spending

Active Daily Users Lifestyle Spending

300 RMB
400 RMB

>500 RMB (~$80)


200 RMB
100 RMB (~$16)
Only used 1-2
times

Lifestyle Consumption
• 25% users check WeChat over 30 times a day;
Entertainment
55.2% users check over 10 times a day
Official Accounts • WeChat has been a direct driver bringing in $1.76
Shopping billion in lifestyle spending, with entertainment
Travel
spending the largest portion at $943 million
F&Q
WECHAT’S IMPACT ON USERS’ LIFESTYLES
In-app Local Services & Brand Account

Order Taxi Air Tickets


BRAND
ACCOUNT
Get Information
Complement lifestyle
Learning
Utilities Movie Tickets Others

• 34.2% of WeChat users using its taxi booking service spend an average of
$16 or more a month
• 73.4% of official accounts that users follow are brand and media accounts
• 41.1% users follow official accounts to stay informed

Source: WeChat User Behavior Report (2015)


MASSIVE BRAND EXPOSURE
ON WECHAT’S AD
NETWORK PLATFORM

Targeting, Ad Samples & Case Studies


UNPARALLELED TARGETING CAPABILITIES ON TENCENT PLATFORMS

Demographic Topic/Interests Keyword Targeting


Gender Audiences’ online Automobile
Age behavior/social interests BMW x5
Geo (city level inbound only on (e.g. travel, finance, fashion, Finance
Qzone, Tencent News; if beauty, consumer Golf
outbound, national level) electronics…) Resort

Behavior Targeting Environment


Shopping intention Device
Game types Network
Activity and spending Carrier
Operating System

Social Apparel Gaming Internet Life Service Finance

Travel Beauty Education Healthcare Real Estate Food


AD FORMATS
WeChat Banner (Inbound Only)

Promoted Campaign Promoted App Promoted Account

Mercedes Benz QQ Music App MasterCard


AD FORMATS
Qzone

In-feed Banner In-feed Video

Description
Brand

Banner

The Beast ft. Le Petit Prince Braun GmbH


AD FORMATS
QQ Music

QQ Music QQ Music QQ Music QQ Music


Bottom Banner Top Banner Opening Ad Album Cover Ad

Ford Focus Smart Chanel KFC


AD FORMATS
Tencent Mobile Portal

Middle Banner Top Banner

Mazda Huawei Honor 7


WECHAT BANNER AD CASE STUDY

UNIQLO: Accurate targeting + integrated marketing

For HEATTECH Winter brand

• Objective: Raise brand awareness and promote new products

• Targeted user: Mass

• Targeted Location: Northern cities in China

• Campaign Duration: Oct. 22 – 27

• Channels: WeChat Banner, QQ Show

• Results: Total impression: 900,000, highest CTR: 1.27%


WECHAT MOMENT (IN-FEED) AD EXAMPLE
OMO China – Thank you, Mom!

WeChat Moment – News Feed Hyperlink to HTML5 Site Engagement on HTML5 Site eCommerce Site

Scan QR code
to view the case
QZONE VIDEO AD CASE STUDY
Braun reached target of young and single
customers through Qzone videos

24 million 6% +
Impressions Total Click Rate

Combined with creative video ads and Qzone social network,


Braun accurately targeted their potential customers with
additional brand exposure/spread.
CONTACT INFO:

Kyle Chatterley
+1.604.424.9650
kchatterley@6Smarketing.com

Vancouver Toronto New York


402 - 1120 Hamilton St. 801 - 317 Adelaide St W 1108 - 33 East 33rd St
Vancouver, BC V6B 2S2 Toronto, ON M5V 1P9 New York, NY 10016
+1.604.642.6765 +1.416.892.6767 +1.212.603.9667