MINI Gains With WeChat Marketing
Background:
Bananaworkds customised the WeChat marketing plan for MINI New Zealand. Our services help MINI reach more than 150,000 Chinese New Zealanders by setting up and operating a MINI New Zealand WeChat subscription account. MINI was able to create a direct communication channel with its Chinese fans and provide them with a unique brand experience through WeChat in New Zealand.
The MINI WeChat account attracts audiences by posting high-quality content with videos, photos and text for their fans and followers. Followers of this account were MINI owners or those who showed their inerests in MINI. Bananaworks also customised many features and functions for MINI New Zealand subscription account:
Share MINI’s values:
Monthly newsletters were sent to MINI fans through WeChat. Each article was created to enhance Chinese consumers' perceptions of MINI. Background data were collected of those articles were read and shared by consumers.
Online Event and Buzz:
Online events on WeChat platform were planned and well executed for MINI fans. Followers shared their MINI experiences with us or post their MINI stories to others. The quality of content on MINI WeChat account was a priority. Followers were highly engaged in MINI WeChat event, they shared our content on their WeChat Moments and talked about it in chat groups.
WeChat CRM:
MINI’s customers live a very digital lifestyle, and they always look for services that connecting the online with the offline. Customers can ask for a test driving or submit any question by sending messages to MINI account in Mandarin. These enquiries can be answered in real time and sales leads processed and passed onto MINI team. The data collected from WeChat help MINI provide tailored services to meet individual needs.
Integrated with Sale Force:
Yes, many MINI were sold with the help of WeChat! MINI New Zealand has special sales promotion events for WeChat account followers. We can broadcast the sales information to followers and follow up with consumers who showed their interests. During the Double Eleven Shopping Festival campaign, the sales on WeChat platform were exceeded MINI’s expectation.
KOL Community:
KOLs are great for WeChat marketing and can playing an important role in MINI’s WeChat campaign. We help MINI building a relationship with KOLs and utilise KOLs to communicate with their fan base and large audiences.
