Home  › Media › Mobile
macau2

Macau Tourism Rolls Out WeChat Fan Acquisition Campaign in 6 Days

  |  May 8, 2013   |  Comments   |  

Within six days of creating a WeChat presence to target Mainland Chinese visitors, the Macau Government Tourist Office has accumulated more than 500 subscribers to qualify as an official account.

Within six days of creating a WeChat presence to target Mainland Chinese visitors, the Macau Government Tourist Office (MGTO) has accumulated more than 500 subscribers to qualify as an official account.

While the barriers to opening a corporate account are low, acquiring enough fans so that WeChat's more than 300 million users could use keyword search within the app would be difficult if a company has not been verified as "official" from the mobile messaging app, Carrie Law, managing director at Ignite Media Group, points out.

The destination marketing firm, which owns travel portal Macau.com as well as travel and lifestyle publications Destination Macau and Tasting Kitchen, was appointed by MGTO to develop a social media campaign targeting young working adults.

Because the tourism board is not on Weibo and having one would require additional resources to engage fans and monitor sentiment on the social network, it chose WeChat to share the latest Macau dining, entertainment, and heritage information targeting visitors during the recent Labour Day (May 1) vacation.

wechat

An example of a message sent out to subscribers of the MGTOWX account on the sky jump at Macau Tower. 

Typically, companies that are already on Weibo would be able to add a QR code to their brand page for fans to subscribe directly to their WeChat accounts, or those with an in-store presence would be able to do so through posters to acquire more followers.

For Macau Tourism's acquisition strategy to qualify as an official WeChat account in less than a week, it leveraged Ignite Media's e-newsletter database and postcards that were mailed to its 150,000 subscriber base.

macau2

Ignite also used Facebook to get its close to 184, 500 fans on Macau.com to follow MGTO's WeChat account.

"If you don't have a significant amount of followers, you cannot get your message communicated effectively," Law notes.

She did not disclose the number of WeChat subscribers MGTO currently has except to say that email produces the most sign-up rates and Facebook also drove highly targeted conversions.

While the initial campaign was targeted at Greater China such as Guangdong, Hong Kong, and Taiwan, its subscribers also came from mobile users in Central China, Singapore, Malaysia, and even France.

The mobile social app has now provided Macau Tourism a platform to find out the type of information its followers are seeking before they travel to the destination, such as their interests in one-day itinerary, food and dining options, and baby products.

The next goal for MGTO is to explore more creative communication messages to earn more intelligence and grow its WeChat community, Law adds.

If brands are considering opening a WeChat account, Law shares the following tips:

  • Once you've decided on and registered a corporate account name, it can't be changed.
  • Unlike Sina Weibo, WeChat allows simple data mining to acquire more intelligence if your company has a sophisticated IT team.
  • Geographic tracking is limited to what users input when they registered their accounts (meaning location-based targeting ability is not available on the mobile app yet).

Tags:

Subscribe to ClickZ Asia to receive your weekly dose of the region's latest trends, tips, and insights straight to your inbox.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Adaline Lau

Adaline Lau, ClickZ Asia editor, oversees day-to-day editorial operations covering digital marketing from search to social media, mobile to analytics in the region. Before ClickZ, she was senior reporter at Marketing Magazine and has worked as a journalist for The Singapore Marketer and Asia Pacific Broadcasting. Connect with her @adalinelau or Google+.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

WEBINARS

Jobs

    • Web Writer
      Web Writer (Money Map Press) - BaltimoreDo you have a passion for the markets and investing, and writing? Do you want to spend your days providing...
    • Web Production Specialist
      Web Production Specialist (Money Map Press) - BaltimoreMoney Map Press is looking for a self-starter to perform and oversee the production of daily...
    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Downers GroveWe are looking for a talented Internet Marketing Campaign Manager...